Forest Stewardship Council
FSC Czech Republic is a subsidiary of an independent, non-governmental, not-for-profit organization established to promote the responsible management of the world’s forests.
Approach
The FSC brand has not had a high level of awareness in the
Czech Republic. Our branding communication campaign had 3 tasks: to
increase brand awareness, to increase the spontaneous
interpretation of the FSC organization's purpose, and to support
the sales of products certificated by FSC. The solution consisted
of an internet tool focused on opinion leaders, public relations
around various topics supporting the main idea of FSC, and outdoor
media enhancing brand recognition.
Results
Monitored online indicators showed a more significant increase
than originally planned. In addition, we received excellent results
in Public Relations measured by the Advertising Value
Equivalent.
Involvement
This work was undertaken by MARCO/BBN Czech Republic.