Sharewares x UBC — Awareness and Behaviour Change Strategy
Sharewares X UBC
Developed a go-to-market strategy for Sharewares—a reusable cup-sharing model offering deposit refunds—as it prepared to expand onto UBC’s campus.
The Task
Craft a marketing strategy to support the UBC campus launch of Sharewares by driving brand awareness, partner engagement, and behaviour change around single-use cup consumption
Insights
“People want to care, but they need cues, culture, and clarity.”
Gen Z already cares about the climate, but too many platforms, messages, and UX roadblocks make it easy to forget, ignore, or opt for convenience.
Impact Metrics
Social Reach → +3K IG followers in 3 months
Return Rate Improvement → +25% within 6 weeks
Partner Posts Increase → 2x current number
Activation Impressions → 5K+ students
Partner Engagement
Encourage more café and food partners to promote Sharewares on their own social channels, increasing partner-led posts by
2x
SWOT Analysis
STRATEGIES
Targeting
Day in the life
EXECUTION PLAN
Campus Popup Activation
Challenge: How many bottles can you toss in the bucket (ocean) in 1 min?
Prize: Free coffee in a Shareware mug
Outcome: Content for IG/TikTok, virality on campus
“How many plastic bottles and drinking cups are thrown away in Canada every year?”
Impact: A shocking number that can create a sense of dissonance within the student community.
Loyalty Program: Gamifying Sustainable Habits
Designed a QR-based stamp system to incentivize cup returns and repeat usage through instant rewards and low-friction behaviour change.
How it works:
Purchase a drink using a Shareware’s cup
Scan the QR code when returning it
Earn a stamp + instant deposit refund
Collect 10 stamps → redeem for a free drink at Café Ami
KEY TAKEAWAY
You don’t shift behaviour with stats alone, you shift it with humour, visibility, and repetition. By translating Sharewares’ mission into meme-literate, reward-driven content, we made climate action shareable.
Brand Awareness
Increase visibility of Sharewares across UBC by growing Instagram followers by
+50%
The Process
OBJECTIVES
Behavior Change
Boost return rates of Sharewares cups on campus by
+25%
Campus Activation
Drive participation in on-campus challenges and pop-ups, increasing event engagement by
100%