CASE STUDY
Sustainable marketing campaign with celebrity collaboration
The Challenge
SDL solutions, a leading producer of sawn timber products, partnered Kaleb Cooper Contracting and Hawkstone brewery to launch Jolly Pines — a sustainable initiative that turned high quality Christmas trees into biomass energy.
Jolly Pines offered a full circle service, including delivery, collection, and recycling. Once the trees were collected after the festive season, SDL Solutions would repurpose them into biomass energy to power Gloucestershire homes and businesses.
The project needed a creative idea to help spread the word about Jolly Pines. So with strong celebrity collaboration and buckets of festive cheers behind us, this is what we did…
The Approach
Integrated marketing campaign
Crafted a PR campaign that involved reaching out to prospective stockists of Hawkstone Cider. If the pubs decided to stock the cider, they would be in with a chance to win a personal Christmas tree delivery from Kaleb Cooper.
Press release and media relations
Copywriting services
Comprehensive social media strategy
Design support
Video direction and production
Sourced 19 filming locations at the new local pubs stocking Hawkstone Cider. The trees were personally delivered by Kaleb Cooper
Strategic planning and storyboarding
Creative direction on the day
Production of main video and social media shorts
The Results
Digital engagement
More than 10.7k social media engagements (likes, shares, comments)
Many of the pubs shared the collaboration via their own channels
Media Coverage
Secured widespread media coverage across key regional titles
Commercial success
Generated strong brand awareness for three companies (SDL, Hawkstone and Kaleb Cooper Contracting)
Secured over 20 retained new stockists for Hawkstone Cider
Helped to drive the sale of Christmas trees