Great Leaps Forward

INTRODUCTION

Early in 2016 the Woodland Trust approached Cherry Tiger for help with an engagement campaign similar to our work on the Big Garden Birdwatch for the RSPB. We were asked to encourage potential donors, to help track the arrival of spring bluebells in woodlands, parks and gardens across Britain. In doing so, the campaign would help highlight bluebells as indicators of ancient woodland, draw attention to the fact that this native species is under threat and, of course, collect email addresses which the Woodland Trust could use in a donor development file.

THE CHALLENGE

We needed to inspire the public to look out for bluebells close to home, and register their sighting online. In addition the Woodland Trust asked us to engage with a family audience and encourage them to take part in an Augmented Reality ‘Fairytrail’ when they visit their woodlands. Taken together, the campaigns aimed to collect over 10,000 new to file email addresses.

OUR RESPONSE

The beauty of bluebells speak for themselves, so we designed a range of simple but effective concepts for Woodland Trust to choose from. And helped their in-house creative and communications team, roll out a range of press ads, banners and facebook assets across a media campaign designed by Carat, and advert production managed by Matrix. Collectively we all helped to deliver a stunning campaign with extremely positive results.

OUR IMPACT

  • 20,000+
    new to file registrations
  • x2
    the original campaign target
  • 59%
    of response directly attributable to campaign activity
  • 41%
    of response delivered through organic awareness

TAGGED WITH

  • Charity
  • Woodland Trust
  • Bluebells

FIND OUT HOW WE CAN HELP YOU WIN VALUABLE NEW CUSTOMERS

CONTACT
MIKE ASHTON