results / Aveeno Reforestation
Problem to Solve
Aveeno came to us wanting to promote their national Active Naturals campaign, a movement centered on being active in one’s community and environment, to drive sales at Walmart. Getting this demographic, who is more driven by value and efficacy over relative ‘green-ness,’ to care was going to be a challenge.
To start, we looked at what Aveeno was already doing on a national level to see what might be of particular interest to our Walmart mom. One stood out among the rest – Aveeno was set to plant one million trees! However, these trees were only going to be planted in one place and the whole national activation took place in New York City. We saw a real opportunity to bring the effort to a national audience through Walmart. As such, we worked hand in hand with Aveeno and the Arbor Day Foundation to plant thousands more trees in areas in need of reforestation around the country. To bring it down to a community level we sought out people who lived and worked within the selected forests and told their stories. Through documentary style video, visitors to our page could learn about each area and why the community needed the donation.
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