HP: PLANT A TREE WITH HP (EARNED & PAID: DIGITAL, SOCIAL, BROADCAST)
Lots of brands promise to plant trees, but nearly half fail due to poor reforestation.
So launching HP’s sustainability initiative, “Plant a Tree with HP,” meant proving that HP purchases genuinely protect forests — which meant partnering with a trusted environmental authority.
Together with the Jane Goodall Institute, HP supported not just planting one million trees, but their long-term care. To spread the message, we recruited a Rebel (Wilson) to our cause, to create buzz-worthy content with Jane.
The initiative earned $16.5m Incremental sales and prominent news coverage in national coverage including CNN.
IN ADDITION TO FOREST BATHING, JANE AND REBEL ALSO PLANTED A TREE TOGETHER IN THESE :30 SPOTS.
OH, AND REBEL INVITED FOLKS TO JOIN HP’S SUSTAINABILITY EFFORTS IN THESE :15’S.
