Herbal essences renew the forest campaign

With a growing crowd of competitors in the natural hair care segment, Herbal Essences needed to reinforce equity as a sustainable, values-driven naturals brand and drive incremental sales. We proposed a partnership with credible conservation partners, The Nature Conservancy and TerraCycle, to make it easy for shoppers to make a positive impact with a ”buy two bottles, plant one tree,” sales-driven donation program: Renew the Forest.

We developed the “Renew the Forest” campaign idea, communication plan, guiding campaign visual, and shopper program, and then executed the 360-degree plan in partnership with the Herbal Essences brand team and agency partners. To drive awareness, we developed social posts for owned and earned social channels while agency partners worked with Meredith Publishing to create a custom media hub, secure an ad and advertorial placement in Parents magazine, and partner with influencers to create social content. To build credibility and positive sentiment with consumers within our target, TerraCycle and The Nature Conservancy featured the partnership and program on their owned channels.

Eye-catching displays were installed in more than 2,000 Walmart stores with messaging that overcame key barriers by highlighting the simplicity and ease of contributing to a worthwhile cause while at the same time delivering key way-finding and benefit communication for our shoppers at point of sale. Overall, the successful campaign exceeding sales targets by 6%, exceeded pledge goal for a total of 61,329 trees planted, and increased positive sentiment among key target consumers by 13%.