In 2009 Triple Velvet launched a new platform: for every tree Velvet used they would ensure 3 more are replanted. Due to the low interest in toilet tissue, to communicate this message we needed an imaginative and credible activity, exciting both parents and children.Our solution was the Tree Detective campaign (‘starring’ Velvet’s Baby MD) comprising a national roadshow and microsite, upholding our 'edu-tainment' strategy.The activity took place at 14 major shopping malls and included a virtual forest where children could solve four nature puzzles. There was also a leaflet for parents with a money-off coupon to drive purchase.

We developed an interactive and engaging campaign that delivered. Independent research demonstrated:- Over 93% recalled the message.- 16,963 children completed the activity - target 15,120- 94,900 leaflets distributed - target 56,000 - 84.3% intended to purchase Triple Velvet - target 50%The integrated campaign worked: 84% informed us that they intended to go on the microsite and overall site traffic increased by 20%.We drove sales! 80% of non-users indicated that they would change and coupon redemptions are at 6.5%, 4-times the target. An assumed ROI model shows that the activity will pay back earlier than expected.