FSC Forest Week 2022
Mobilizing 42 million people & 1,200 brands in seven days.
A global, purpose-led campaign that turns awareness into sustainability action.
After several years of flat brand awareness, FSC needed a big push to remind businesses and consumers why “choosing FSC” matters for climate and biodiversity.
Objective: Relaunched FSC Forest Week as a hybrid B2B2C event that (1) rallied corporate licence holders, (2) inspired citizen engagement, and (3) funneled fresh enquiries to FSC solutions.
Global campaign lead. Conceived the creative platform “Choose Forests. Choose FSC.”, owned the media budget, steered 40+ regional marketing teams, and collaborated with key influencer and brand partnerships.
- Led the development of toolkits (videos, images, social frame) in ~10 languages with creative agency and a global Steering Committee.
- Launched campaign landing page for activation.
- On-boarded 1,200 B2B clients (e.g., Tetra Pak, L’Oréal, Avery Dennison) into co-marketing loops.
- Featured a BLACKPINK shout-out on social media.
- Internal campaign activation to engage staff in +40 countries.
- Set up measurement and standardized campaign reporting using Google Analytics and social listening tools.
- 42M people reached across paid, owned & earned channels.
- 1,200 brand partners activated in 40+ countries.
- 2,500 social-media conversations and ~100,000 interactions during campaign week.
Internal: Global Communications & Media, 40+ regional marketing teams, Procurement, Legal.
External: Tetra Pak, HP, L’Oréal, Avery Dennison, influencer BLACKPINK.