After seeing success from its inaugural Arbor Day campaign in 2011, Timberland is conducting the tree-planting initiative again this year. But this time, the company incorporated some of its international corporate responsibility initiatives.
Kate King, manger of corporate communications at the company, said the Arbor Day campaign is important because “tree planting is something that is very near and dear to Timberland.”
She added that Arbor Day is often a “lost holiday,” so Timberland wants to promote it and connect with consumers about the company's tree-planting work in Haiti at the same time. In 2011, the campaign garnered more than 90 million media impressions and received coverage from the Associated Press, Forbes.com, CNBC.com, and USAToday.com.
Like last year, Timberland is posting a “hortiscope” quiz on its Facebook page that reveals what tree a person is like based on his or her personality traits. Timberland has changed the quiz a bit, incorporating tree species in its reforestation program in Haiti.
“The use of Facebook is pivotal to this, since that's where the hortiscope lives,” said King, “We found last year, and we're also finding with other campaigns this year, that social media in general plays a big role, so we're going to promote the campaign with messages from our Facebook page and our Twitter account.”
Timberland also relaunched its Arbor Day survey, which was conducted by ORC International and involved 1,026 adults. The research showed that only 12% of American adults celebrate Arbor Day, but 77% know it is a tree-planting holiday, a 6% increase from last year's survey.
Cone, Timberland's AOR since 2008, has worked on the campaign and the survey, said King.
“Cone has helped us with everything from drafting the questions to fielding the survey to boiling down the results,” she said, “They are key to our media outreach for the whole campaign.”
In addition to Facebook, Twitter, and Timberland's corporate blog, the company and Cone are engaging consumers by reaching out to national consumer and trade publications.
“More and more, consumers are interested in doing business with brands that appeal to their own values, environment or social, so it's important for them to know that this is stuff we do and it's as important to our business as making boots and shoes,” said King.