The Warehouse Group (TWG) wanted an opportunity to position themselves as the authority and thought leaders in the sustainability space. They have been making big strides in this area, being the largest company in New Zealand and only the third major retailer globally to become carbon neutral which they achieved in 2019. Not resting on their laurels, TWG is working towards a 32% emissions reduction by 2030, along with an array of other climate change commitments. While committed to ongoing strategic efforts, TWG had the challenge of getting their message to wider New Zealand, and finding the right platform to ensure Kiwis would see them as thought leaders and an authority on sustainability.
TWG made a commitment to an always on 12 month partnership with Stuff, leveraging all of our channels; print, social and digital, with content being at the heart of the campaign. The major aspect of this partnership was becoming the key supporter of Stuff’s The Forever Project. The Forever Project represents Stuff’s commitment to in-depth coverage of the challenges of climate change and sustainability. The project includes a digital hub at foreverproject.co.nz and a carbon-neutral quarterly magazine.
The idea behind this solution for TWG was to leverage The Forever Project as a credible and relevant platform to communicate TWG’s sustainability commitments and impacts it is making with respect to caring for the planet and communities. The Forever project enables The Warehouse to tell a range of sustainability stories to New Zealanders in an accessible, consumer-friendly way. The Forever Project sponsorship included print ads in the quarterly magazine, sponsored content, TWG content housed on the Forever Projects digital hub as well as eDM tiles. Aside from the The Forever Project element of the partnership, the advertising schedule also included pre-roll video across our animated explainer series, and an array of other print and digital solutions.
The partnership included four digital sponsored content articles that ran on stuff.co.nz. Each at least trebled the page view benchmark, with one in particular reaching 59,016 compared with the benchmark of 5,000. All digital display assets (e.g. billboard, MREC) exceeded planned impressions, for example our MREC delivered an additional 78,444 impressions versus planned.
TWG’s partnership with The Forever Project formed an important pillar in its strategy to raise awareness and enhance public perception of its sustainability commitments and impacts.
A measure of this awareness and perception uplift was evidenced in a recent Colmar Brunton survey in which The Warehouse took out top spot as the retailer which consumers spontaneously identified as taking the lead in sustainability. The Retail NZ-commissioned survey assessed Kiwi shopping habits in relation to sustainability, and retailers they consider to be sustainability leaders.
Overall partnership campaign results, along with feedback from TWG about its effectiveness, demonstrates the power of Stuff advertising solutions to help brands promote critical strategic pillars and activity in new ways, and deeply connect with a huge array of New Zealanders across the country.