2011 Silver DMA Green Award

Client SCA Hygiene

What is wonderful about this work? Velvet 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 successfuldoor 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? Velvet's partnership with urban charity Trees for Cities acted as a springboard for the creative idea. Demonstrating how a city landscape looks hugely different surrounded with trees was thought provoking. Our simple tri-fold door drop used a die-cut window with trees that could be overlaid onto a city view. The detachable tree viewer provided an engaging tactile way for recipients to picture how their own area could look with more trees. If they wanted to create a greener locality, they could vote for Velvet to plant trees in their area. The winning area received £20,000 towards a new tree planting project. Copy encouraged consumers to choose a toilet tissue brand that was highly responsible and sustainable, offering a coupon to 'save money on softness you can feel good about'. The door drop was printed on FSC recycled stock, used environmentally-friendly inks and encouraged recipients to recycle it.

Results Dunnhumby's robust test and control methodology showed an extremely healthy incremental sales contribution. All brand metrics increased, not only recruiting many new quality consumers but also preventing others lapsing and droving many to upweight their purchase, creating a ROI of £2.86 (the most successful SCA Consumer Tissue door drop to date). The voting element with Trees for Cities attracted nearly 7,000 entries, with Birmingham winning. This element gave us insight into the tree planting projects close to our consumers' hearts and provided the Velvet's Campaign for Trees Facebook page with topical content.

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.