musicMagpie wanted to spark a viral moment during the G7 climate summit, drive positive brand sentiment and convert cultural attention into genuine commercial growth, Through a strategically layered influencer programme built for longevity, not just for the stunt.

We built and unveiled #MountRecyclemore – a jaw-dropping sculpture of world leaders crafted from e-waste – and rolled it out through our Performance Influencer model. Hero talent sat alongside mid-tier and micro-creators, with paid media running directly through their profiles to extend reach, capture first-party data and optimise for conversion. Sequenced reveals, calls-to-action and PR takeovers kept the conversation alive and the content performing.

The campaign exploded, delivering over 500M impressions and coverage in more than 1000 publications worldwide, including appearances on The Late Late Show with James Corden and The Tonight Show Starring Jimmy Fallon. . Social conversation turned overwhelmingly positive and, most importantly, musicMagpie recorded its highest-grossing month of sales ever – proof that a fearless, values-driven idea paired with smart influencer strategy can move the bottom line.