Velvet: Trees for Cities

Publicis Chemistry

THE TEAM

Traci Baxter, Richard Nall, Emma Heald, Rob Trono, Catherine Andrew, Ingrid Purcell, Paul Durrans, Deborah Collison, Olivia Thompson, Kevin Lindsay.

Other contributor:

Fallon - Advertising.

WHAT IS WONDERFUL ABOUT THIS WORK?

Velvet's tree planting USP was dramatised through the impact of trees on their OWN community, with an interactive Tree Viewer. Incremental sales led to an exceptional 286% ROI in year one: the most successful door drop campaign in SCA Consumer Tissue's history!

WHAT DETAILS OF THE STRATEGY MAKE THIS A WINNING ENTRY?

We had an ambitious objective to increase both penetration and AWP, and convince consumers to switch to Velvet. Velvet's promise that they ‘will plant three trees for every one they use’ is powerful and shows eco-generosity over key competitors, but awareness was not leading to sufficient behaviour change. From research we saw that many consumers are inherently self-centred and more likely to act on something that makes a personal difference to them. So we brought the personal impact to life by dramatising the impact of tree planting within local communities. The door drop effect was optimised through targeting, in which we overlaid Velvet's ethically-minded segment onto a Dunnhumby clubcard base to maximise response.

HOW DID CREATIVITY BRING THE STRATEGY TO LIFE?