ReForest London ‘Hug Me’ Guerrilla Marketing Campaign
London’s Million Tree Challenge is a community-wide initiative, hosted by ReForest London, to inspire Londoners to plant one million new trees across the city.
The Challenge:
Raise awareness for the Million Tree Challenge tree planting campaign and to increase registration rates in order to meet the goal of one million trees planted across the city. We knew that people in the city were planting trees, but they weren’t registering the trees that they planted on milliontrees.ca.
The Solution:
After several major social media campaign attempts to get community members to register, members of the Marketing & Event Committee, at ReForest London, knew we had to do something different to drive up the numbers. As a member of this committee, I collaboratively designed and orchestrated a grassroots guerrilla marketing campaign targeting London, Ontario. We hung signs on dozens of trees in high traffic parks asking people to hug trees and snap a selfie doing it. Participants were given a tree to plant in their yard!
The Results:
This campaign was a huge success and the campaign reached over 200,000 people and resulted in more than 3,500 trees planted!
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