Hunton Fiber is one of the leading manufacturers of building materials made of wood in the Nordics. In 2020, their goal was to win back market shares on their milk cow product from new and big competitors in addition to expanding, by increasing brand knowledge on a relatively new product.
To succeed they wanted to move away from regular product communication and rather talk about the many benefits of using wood as raw material in buildings and homes. They wanted to tell the story where trees are the heroes.
The brand campaign "All good things are t(h)ree" were jointly developed by BBN Norway and two other agencies and eventually became a sales success for Hunton Fiber.
The campaign consisted of a campaign video, as well as an inbound marketing strategy with blog posts, a campaign page and social media ads.
The campaign contributed to making 2020 their most successful year so far. It helped Hunton Fiber reverse a downward trend and increase the revenue for a specific product category by 14 percent. The campaign proved that communication that plays on emotions is central when the goal is to gain market share.