OUR 
WORK

Forestry England looks after the nation’s forests. While a fifth of its income comes from the Forestry Commission, the rest comes from avenues like memberships & “goes back into creating beautiful forests for people to enjoy & homes for wildlife”.

 

We worked with Forestry England to drive membership purchases across 7 forests in the South of England via Meta ads between December 2023 & March 2024. Forestry England memberships allow the public to support their local forests, while offering incredible value for visitors through free parking, local offers & more. Our campaign brief was to raise awareness of the memberships, showcase the undeniable benefits & get more people to join during the hardest time to get off the sofa & into the woods: the great British winter.

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The campaign targeted 4 key audiences with different needs & interests – from Activity Hunters who seek thrills & excitement from outdoor sports & adventure to Easy Pacers who look for quiet, relaxed & easy days out with high-standard facilities. The campaign was a resounding success, with graphics tailored to the motivations of each audience segment, followed by branded retargeted videos that highlighted the wonder of the great outdoors.

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With a £15k advertising budget spread across 3 months, we reached 1,048,130 people across the South of England, ensuring our target audiences in each location got all the details of the offer, & ultimately exceeded membership sale expectations by 252%. As per the brief, we provided our client with invaluable insight into their different audience segments, including which messaging worked best, which weeks of the month saw the best performance & which creative assets landed with which segment, to inform future campaign approaches. 

 

With a significant increase in traffic to the website & engagement rates through the roof, this campaign truly put Forestry England & its membership offering on the map.