Background:
Land development in Aotearoa has significantly impacted natural habitats, leading to the destruction of 90% of wetlands and putting 4,000 native species at risk of extinction. Motivated to address these environmental challenges, and with a Global partnership with WWF x Airwick, my team and I forged a local partnership with WWF-New Zealand to launch the #ReBlossomNZ initiative. The goal was to regenerate and restore ecosystems by planting native wildflowers across New Zealand.

Campaign Strategy:
Botanica by Airwick leveraged its global partnership with WWF to bring to life the local #ReBlossomNZ campaign. Over three years, the initiative focused on planting more than 30,000 flowering natives in key regions such as Auckland, Wellington, and Canterbury. Collaborations with influential personalities who resonated with the campaign’s purpose helped amplify the message and foster authentic connections within communities that shared similar environmental values. The campaign was bolstered by strategic public relations efforts, which maximised reach and impact.

Key Achievements:

• Environmental Impact:
  • Planted 31,000 flowering native plants across Auckland, Wellington, and Canterbury in collaboration with partners such as NZ DOC, NZ Golf, and local councils.
• Financial Contribution:
  • Donated $180,000 to WWF New Zealand to support broader conservation efforts.
• Market Performance: Achieved significant sales growth:
  • New World 2023: Value sales increased by +26% compared to 2022, reaching a market share peak of 19.3%.
  • Woolworths 2023: Value sales increased by +29% compared to the best 4 weeks in WW, with a market share peak of 15%.
• Recognition:
  • Won the 2022 SHOP ANZ Non-Food Grocery Gold Retail Marketing Award, demonstrating substantial increases in funnel metrics among the target demographic (25-34 years):
• Brand Equity: Saw improvements in all brand equity statement metrics compared to the previous year.
  • Awareness: +400bps
  • Consideration: +800bps
  • Usage: +400bps
  • Preference: +200bps

Conclusion:
The #ReBlossomNZ campaign by Botanica by Airwick stands as a testament to the power of corporate social responsibility in driving meaningful environmental change while also achieving business growth. By aligning purposeful in store activations with action and engaging stakeholders effectively, the initiative not only contributed to ecological restoration but also strengthened brand reputation and market performance. As a result, Botanica by Airwick continues to inspire and lead in sustainable responsibility within the New Zealand market.

Campaign Details

Local Advertising Creative

In store promotions

Collaborating with retailers to showcase and celebrate the positive impact of our partnership with WWF-NZ, we maximised engagement and amplified the reach of our collective efforts to drive meaningful change for our planet and communities.

To enhance our 4-week campaign, we leveraged in-store promotions across New World and Woolworths stores with store-specific social videos for local awareness activating the retailer mechanic across social driving consumers directly to the WW branded shop, complemented in-store by fragrance testers of Botanica Reeds, web tiles, mailers, FSDUs, and exciting GWPs to engage and delight our customers.

Digital and Social activation

We joined forces with influencers who embody our purpose, further amplifying our message and fostering genuine connections with communities who shared our values.

Public Relations Support

The campaign’s success was further fueled by our PR efforts, amplifying the reach and impact.

#ReblossomNZ: A Case Study

2021 WWF x #ReblossomNZ Brochure – WELLINGTON

2023 WWf x ReblossomNZ Brochure – WAITAHA /CANTERBURY

Tracksuit Brand Equity Results

• Funnel metrics increases against total population and core demographic (25-34 years):
• Awareness +400bps, Consideration +800bps, Usage +400bps, Preference +200bps.
• Increases in all brand equity statement metrics vs YA.