2019 Pyramid Winning Campaign
I Miller International
Diversity, Social Responsibility
or Multicultural Programs
Silver Level Award Winner
To promote the client's environmental concerns, support of the Jewish community, real estate, and the stability and longevity of the company to both current and previous clients.
A significant and lucky period was taking place in the client's life: he was celebrating 18 years in business. In Judaism, the number 18 is considered very lucky. Being that the client had many Jewish clients, the team suggested he plant 18 trees in Israel in honor of them. Live seedlings were purchased and specially packaged with a seeded card for current and former clients. Packages were received close to a weekend, when people were more likely to plant the special gift. Message timing was centered around prime planting season. LinkedIn notices were posted during this time, encouraging people to congratulate the client on 18 years in business.
Over 72percent of the client's recipients planted the seedlings or grew herbs from the seedling card.