Case study
AI content creation
for sustainable business
Circular Sydney for ReCo Refill
Circular Sydney, an AI-powered content marketing initiative, helped ReCo Refill raise awareness and establish leadership in the circular economy.
ReCo Refill, our circular economy start-up, faced challenges as a sustainability pioneer. With limited funding, it was hard to reach more customers quickly. Building partnerships with government and big industry leaders is important for innovation. However, it was also difficult for a small online business like ours to establish direct partnerships.
To overcome these challenges, we created Circular Sydney. This initiative used our content marketing skills and AI tools to help ReCo Refill achieve its goals:
Become a leading voice in the circular economy
Build trust and partnerships with government and key players
Grow a community of supporters around ReCo Refill's mission
Photographer: Jason de Plater.
Results: ReCo Refill's success story
Achieved with
Only 2 Products
Delivered to
+500 residents in selected suburbs in Sydney
Waste impact
3,000+ plastic containers saved
Supported by
EY, Boomerang Labs, Social Impact Hub, City of Sydney
Presented to
Adobe, Lendlease, Aesop, AirBnb, Sustainability Victoria
Featured on
Front cover of Wentworth Courier, Broadsheet, Renew, Planet Ark
AI content creation, funding, design & web development
Research, funding & strategy
Audience research
Industry research
Funding strategy & application
Content gap analysis
Content strategy
AI-powered content creation
Content ideas & planning Influencer outreach & interviews Content creation
Content editing & proofreading
Content publishing
EDM design
Design & web development
Visual design
Web design
Webflow development
Print design
Leveraging AI for content marketing
to cut through the noise
Small businesses like ReCo Refill need a strong brand position to be noticed in a competitive market. Circular Sydney is a content marketing project designed to help ReCo Refill cut through the market:
Create a distinct identity: Through Circular Sydney, we've created a unique brand identity for ReCo Refill, beyond just another ecommerce brand.
Establish brand partnerships: We teamed up with City of Sydney council and industry leaders to create content, opening up opportunities for brand partnerships.
Build local community: By involving the local council, businesses and communities, ReCo Refill strengthened its leadership position in the local community.
By leveraging AI content creation through tools like ChatGPT, Otter.ai and Writer.com, we carved out a unique identity for ReCo Refill as a local change maker.
Using AI content creation tools to assist
grant acquisition and industry partnership
With a clear brand positioning strategy in place, we use ChatGPT to map out the project's goals, budget and content requirements. The roadmap formed the foundation for:
Grant acquisition: We secured a grant from the City of Sydney, which provided crucial resources to develop the Circular Sydney content.
Industry partnerships: We established strategic partnerships with industry leaders. This helps ReCo Refill gain recognition, build credibility and foster collaboration in the community.
“It’s wonderful to use a local Sydney business that in turn supports an ethical regional NSW business, a holistic service to eliminate plastic waste.”
Jess Scully
Author, curator, city-maker, Former Deputy Lord Mayor of Sydney
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