In 2016, Northwoods Collective was engaged by the Ruffed Grouse Society to grow their membership and brand awareness. The #HealthyForests campaign was designed to not only recruit new members but to humanize the organization through personals stories and regional issues related to forestry management.
This hugely successful campaign was supported by the metric-delivering capabilities of the Project Upland platform, which drove significant traffic to the organization, as well as created a lifestyle association with an organization that had previously struggled with an “elitist” image. It was a delicate balance of creating new interest without alienating a base following. Our contract was renewed for a second year in 2017.
The #HealthyForestsCampaigng delivered a historic 17% growth in membership base to RGS. The viral series has over a half million video views in under one year and has shown huge promise to a younger demographic for the organization.
Breaking a brand stigma is no small task. However, Northwoods Collective was able to deliver – for the first-time in Ruffed Grouse Society history – a younger and more engaged demographic. This was a large first step toward solving the organization’s biggest future hurtles.
All of this was made possible through utilizing our lifestyle brand, Project Upland. The ability to tap into high quality metrics without “building” a new following makes it a realistic and affordable solution to marketing strategy.
Client: Ruffed Grouse Society
Date: August 15, 2017