UK toilet and facial tissue brand Velvet has launched a website that heavily supports its latest integrated marketing campaign focusing on the brand’s sustainable forest management and commitment to planting trees.
Its introduction follows a new brand TV advert (first aired in November and that can be viewed via the website) which conveys Velvet’s 3 Trees Promise – a pledge that for every tree Velvet uses it replaces three trees. The 3 Tree Promise message spans all consumer touchpoints from on-pack to the website.
The /www.velvettissue.com site has been designed by digital agency Code Computerlove who was appointed in 2013 to provide digital consultancy across a number of SCA brands. (Velvet is part of leading global hygiene and forest products company SCA, the second largest consumer tissue company in the UK & ROI with brands such as Velvet, Plenty and Cushelle. Other brands within SCA’s UK stable include TENA and Bodyform. The Group is also Europe’s biggest private forest owner.)
The mobile-first responsive site gives equal weighting to the brand’s products as it does to its commitment to planting trees. Showcasing the strapline ‘Luxury for you. Trees for the planet’ the homepage invites audiences to view video content, get involved in its “Trees are amazing” section where they can not only learn why Velvet thinks trees are so incredible but they can add their own reason to the website. Further to this they’re encouraged to join its 112,000 followers by linking to the brand’s Campaign For Trees page on Facebook.
A real time tree counter is prominent on the homepage highlighting how many trees Velvet has planted to date this year, which is a result of customers buying products that include Velvet Comfort, Natural Care and Quilted, Classic Tissues, Tissues with Balm, Compact and Large Tissues. So far customers have helped Velvet to plant more than 6 million trees.
Charlotte Parrish, Velvet brand manager, said: “Our core objective for the brand is to help to make people feel good about buying Velvet products, safe in the knowledge that we’re giving something back to the environment and are committed to sustainable forest management.
“Our work with trees section in particular shows the work that Velvet and our customers do to help plant more trees in the world and the benefits that ensue from this.”
Parrish said: “SCA places considerable emphasis on sustainable forest management. A powerful consumer message, this is being delivered to consumers in Velvet’s current marketing campaign spanning our interactive website and social campaigns, TV and press advertising.”