Case Study: NYC Parks Department & Recreation achieves record-breaking Mulchfest tree recycling with Miller Advertising

NYC Parks Department & Recreation collects 58,309 trees with Miller Advertising

The NYC Parks Department & Recreation sought to increase participation in its annual Mulchfest program, a sustainability initiative for recycling Christmas trees. Miller Advertising was engaged to develop and execute a campaign to raise awareness and drive action among city residents.

Miller Advertising implemented a targeted digital media campaign using social media and Google Search. The campaign was rolled out in two waves: first to inform residents about the program before Christmas, and then to encourage them to drop off their trees at specific locations afterward. The strategy included geo-targeting all five boroughs and focusing on areas with lower participation in previous years. The solution from Miller Advertising was highly successful, resulting in a record 58,309 trees recycled in 2023, a significant increase from the 50,934 collected the previous year. The campaign also achieved an unprecedented click-through rate on Google.

NYC Parks Department & Recreation