Lean into CTPB’s research roots to unearth the industry’s reality. Then deck it with positivity.
We launched a consumer survey to understand how the pandemic might affect purchasing plans and uncovered all kinds of human truths and consumer sentiments. The most important? People felt real Christmas trees could help end a difficult year with good memories.
We grew that message into a full-on campaign led by a first-and-frequent media relations approach. We delivered unique survey data to the media in multiple ways via multiple channels. And, we partnered with national and local influencers, creating funny memes with Scary Mommy, a Real Christmas Trees 101 video with “Dad, How Do I?” and more. Together, we reinforced our research, our message and drove traffic to the tree locator on CTPB’s already established microsite.