Case Study: Woodland Trust boosts tree planting engagement across Wales with Working Word

Woodland Trust gives out 300,000 trees with Working Word

The Woodland Trust, through its Welsh arm Coed Cadw, faced the challenge of scaling up a successful pilot tree giveaway scheme to encourage mass participation from households across Wales. The objective was to build on initial awareness and significantly increase the number of trees planted to help mitigate climate change and contribute to a National Forest. They partnered with the vendor Working Word to manage this campaign.

Working Word implemented a comprehensive, bilingual multi-channel campaign. The solution included developing a new campaign brand, creating video content with a celebrity ambassador, securing extensive media coverage, running targeted digital and broadcast ads, and leveraging partnerships and local community groups. The campaign was a major success, resulting in 300,000 trees being given away and generating 150 pieces of coverage. Working Word's efforts also drove 107.7k new users to the Coed Cadw website and achieved over 35 million opportunities to see via digital advertising.

Woodland Trust