Ad campaign encourages consumers to ‘Make It Wood’
A series of six 15-second television and online advertisements developed by Forest and Wood Products Australia (FWPA) and co-branded with Planet Ark have been kicking goals in terms of reach and changing public perceptions of wood in construction.
An advertising campaign developed jointly developed by Forest and Wood Products Australia (FWPA) and co-branded with Planet Ark has been successful in changing opinions on the use of wood amongst consumers.
The series of 15-second commercials showed different applications of wood and detailed their benefits. Branded with Planet Ark’s Make It Wood campaign, and featuring award-winning architect and host of Grand Designs Australia, Peter Maddison, the six commercials were shown on free to air and pay TV over a period of three weeks, and ran simultaneously online, supported by content and keyword marketing.
The results exceed media industry averages in terms of reach, with consumer research suggesting around half of Australians would be more likely to use wood after seeing the advertising – a 20 per cent increase on those who didn’t see it!
In addition, recall of each TV spot increased considerably when compared to similar research conducted following a similar 2016 campaign – up to 100 per cent in some cases.
Online, the videos generated a total of nearly two million impressions, with each video watched in entirety by more than 95 per cent of Seven and Nine digital viewers, far exceeding the media industry average completion rate of 68 per cent.
These are particularly exciting results. The recall of the messages, for timber flooring in particular, was excellent and validates our decision to move beyond traditional TV advertising into online and content marketing channels.
The campaign was designed to drive traffic to makeitwood.org, where consumers can find a wealth of information about the environmental benefits of wood.
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