Earlier this year, FWPA unveiled the latest consumer marketing initiative for The Ultimate Renewable. The campaign marked a new brand ambassador, Adam Dovile. The aim of the campaign, which launched on 19 June and ran for two months, was to reinforce public awareness of wood’s sustainable characteristics as well as generate consumer and industry engagement with The Ultimate Renewable brand. Source: Timberbiz
Newly released results show how far The Ultimate Renewable message has spread.
The campaign was launched during the Australian Forest Products Association meeting and dinner on 14 June and was extremely well-received by industry members in attendance.
A highlight of the campaign was new television advertisements that appeared nationally across eight networks, including Ten, Nine, Seven, WIN, Prime, Southern Cross Austereo, SBS and Foxtel plus out of home billboards and signage.
Mr Dovile was front and centre in the TV campaign. A highly skilled builder and carpenter with a genuine love of timber, he passionately discussed the advantages of forest and wood products.
These advertisements were supported by promotional social media activity, magazines, podcasts, and billboards in both metro and regional locations.
The campaign has driven strong engagement. The Ultimate Renewable website received 48,437 page views throughout the campaign, which represents a huge increase of 1911%. On social media, 1.9 million were reached on Facebook and 251,358 on Instagram.
Andrew Leighton, CEO of FWPA, said the decision to resume consumer advertising for The Ultimate Renewable was largely a result of increased interest in sustainability amongst the community.
“The Ultimate Renewable is the perfect vehicle to help companies and individuals adopt sustainable practices by using wood, and it is encouraging to see through the results of this campaign that its messages are truly resonating with consumers and inspiring them to take action,” he said.
Following the campaign, FWPA is planning to conduct a post-campaign customer survey, to measure success and engagement, and gain a thorough and current understanding of community perception around wood and forestry.
The Ultimate Renewable brand was initially developed and launched in 2019. Alongside consumer advertising activities, a key element of the brand is the universal, positive communications message it has created for the forestry sector to share.
Since the latest campaign launched, there has been a huge uptick in signups from industry members to The Ultimate Renewable Partner Program. Stakeholders continue to enthusiastically incorporate the brand into their own collateral, by downloading the logo, banner ads and videos for use on everything from letterheads to invoices, websites, truck signage, packaging, and even branded cakes.
“Industry response to The Ultimate Renewable continues to be incredibly positive. It is heartening to see that it has been embraced across our industry,” head of Marketing and Communications at FWPA Eileen Newbury said.
“With the recent marketing activity having stimulated fresh interest in the brand amongst consumers, there’s no better time to consider incorporating The Ultimate Renewable assets into your own collateral. Doing so will help to further extend the reach of the brand’s crucial messages and remind your customers about the renewable and sustainable nature of your wood products,” she said.
