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Woodland

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CASE STUDY
SOCIAL MEDIA MARKETING FOR WOOD LAND

Profile
Launched in 1992 by Aero Group, to create an innovative collection of apparel for the outdoor enthusiast, Woodland quickly gained popularity through its unwavering commitment to quality and a growing community. Woodland products are designed to provide enthusiasts with the perfect tools to meet the challenges of nature. Then Woodland tree logo is now synonymous with the adventure lifestyle.
Woodland’s Pro Planet philosophy and community is an endeavor to share their passion for social causes and inspire participation in nature conservation. In keeping with this philosophy, Woodland has always endeavored to make eco-friendly products that minimize harmful environmental impact.

Challenge
Pro Planet is a Woodland initiative to reposition the brand on the social platform. The goal of Pro Planet was to drive consumer connection and encourage meaningful discussions that would lead to “pro- environment” ideas, and drive a positive word of mouth for the brand. To facilitate this, a large level of engagement was absolutely necessary to create affinity for the Woodland brand as well as to educate the target audience. This meant that an awareness-only campaign would fall short. Woodland needed a campaign that would be innovative, interactive and be able to reach and engage a very specific target audience.

The Pro Planet awareness campaign also needed to be precisely targeted. The specific audience chosen by Woodlands comprised young professionals (24-35 yrs) who are highly opinionated, discerning in their choices and always strive to make a positive statement in life. Woodland needed well-connected idea champions who cared for the environment and wanted to make a difference. With these challenges and requirements in mind, several possibilities including TV and print were considered. However their target

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