Driving Awareness of ECOCycle
Holcim
23 pieces of trade coverage
The Challenge
To raise awareness and understanding of ECOCycle®, Holcim UK’s trust mark for lower-carbon, circular construction materials, launched to help customers identify products containing recycled content and support more sustainable building choices.
While sustainability and circularity are widely discussed in the construction sector, real demand has been assumed rather than evidenced, creating an opportunity for Holcim to lead the conversation with data and authority.
The Idea
We commissioned an industry survey to quantify demand for circularity and circular products in construction, giving Holcim clear evidence of where the market stands and what is driving adoption. That data underpinned a PR and paid social campaign designed to prove market demand for circular construction and position ECOCycle as a credible, commercially relevant solution.
The campaign used those findings to shape news releases, commentary and thought leadership, while paid social amplified the most compelling messages among priority construction audiences. That meant Holcim was not simply talking about circularity in principle but leading the conversation with evidence of real market demand and the factors influencing adoption.
Positioning ECOCycle as a third-party verified trust mark gave that conversation a clear commercial anchor, helping audiences see it as a practical response to an identified market need. This reinforced Holcim’s leadership in circular economy innovation and created a stronger platform for long term brand building and future commercial engagement.
The Results
PR and media relations activity delivered 23 pieces of trade and professional media coverage across UK construction, engineering, sustainability and procurement titles. This represents a significant uplift on standard PR performance, with the ECOCycle campaign delivering approximately two to three times the average coverage per story achieved in 2025.
Coverage was secured across a mix of Tier 1 and specialist industry titles, including World Cement, Construction Briefing and PBC Today, alongside broader built environment publications such as Property Reporter, ensuring reach among both technical specialists and commercial decision-makers.
Paid social activity extended campaign reach among priority construction audiences, delivering 76,000+ impressions. Phase one achieved a 1.99% CTR at £1.85 CPC, while phase two video activity delivered highly efficient exposure at £0.06 per view, reinforcing message penetration among key decision-makers.
76,000+paid social impressions