More consumers to choose wood.
Forest and Wood Products Australia’s (FWPA’s) recent series of 15-second commercials showing different applications of wood and their benefits, boosted by online content marketing, have achieved results that exceed media industry averages and increased the number of consumers who say
they are more likely to choose wood.
Branded with Planet Ark’s Make It Wood and featuring award-winning architect and host of Grand Designs Australia, Peter Maddison, the campaign combined six television commercials that were shown on free-to-air and pay-TV, and online with content and keyword marketing.
Consumer research, conducted with a national sample towards the end of the campaign, indicated that around half of Australians questioned claimed they would be more likely to use wood after seeing the advertising – a 20 percent increase on those who didn’t see it.
The core TV campaign ran nationally for three weeks across the Channel 7 and 9 networks. Recall of all the TV spots increased considerably (over similar research during last year’s campaign), particularly the furniture, home and outdoor executions, more than 100 percent in several cases.
Online, the 15-second videos had a total of nearly two million impressions, with more than 95 percent of the viewers watching the whole videos. This far exceeds the media industry’s average completion rate of 68 percent.
Eileen Newbury, National Marketing and Communications Manager of FWPA, says the results were particularly pleasing.
“The recall of the messages, timber flooring in particular, was excellent and validates our decision to move beyond traditional TV into online and content marketing channels,” she says.
The campaign was designed to drive traffic to the Make It Wood website (makeitwood.org), where consumers can find out more from Planet Ark – which provides information about the environmental benefits of wood.