The vital importance of
Michigan’s forest resources.

Healthy and abundant forests are essential to the health and well-being of the entire state. They help clean the air and water, provide food and shelter to wildlife and help support the Michigan economy in almost every sector. But those facts are often lost on people, and comprehensive research revealed that many struggle to even understand how forests and trees impact their lives – let alone exactly what forestry entails. To address these issues, the Forest Resources Division of the Michigan DNR (Department of Natural Resources) needed a campaign to help explain the benefits that healthy forests provide to everyone in Michigan.

Forest sustainability:
the insight that never quits.

The relevancy of trees was best brought to life by demonstrating their endless benefits.
Research showed a significant lack of understanding about the benefits of forestry, especially in younger people and most notably how cutting older trees helps new trees to grow.

The idea designed to strengthen every branch of forestry.

We created a world literally made with the beauty of sustainability.
We secured 25 high-profile digital outdoor locations with 437% value added over media investment.

We helped everyone see the forest for the trees.
(And vice versa.)

Our message was invested across a wide expanse of highly effective paid media.
Digital and Social Media
Popular Snapchat ads performed five times better than the industry average.
Multiple social media campaigns hyperextended the reach of forestry videos, content marketing stories and interactive quizzes.

Grabbing (and holding) their attention – for good.

Relevant content, provided in intriguing ways, led to record-breaking time spent on the forestry narrative.
Content Marketing
Unique interactive pieces provided lasting impressions by making educational content fun and engaging with our audience in new ways.
Long-form stories held the interest of our audience with a 330% higher-than-average read time in the Detroit Free Press and News.

Unorthodox tactics proved fun and effective.

We equipped our audience with forestry messaging in entertaining real-life places.
Forestry messaging printed on free, pine-scented air fresheners was a refreshing, natural fit.
Drink coasters – 125,000 in all – were used used at popular social venues with QR code links to trivia and entertaining videos.

Appreciation of forestry has taken root.

The interest continues to grow.
Traditional media, social media, content marketing and grassroots efforts all worked together to generate 24 million impressions, resulting in an effective campaign.