Keeping in line with the DNA of the brand and its ProPlanet initiative, Woodland has launched another innovative campaign - ‘StepOut2goProPlanet’. In order to engage with professionals and cultivate a greener environment, Woodland has collaborated with LinkedIn.
Speaking to exchange4media, Amol Dhillon, VP - Strategy & Planning, Woodland Shoes, said, “We are trying to bring corporate India together for a green cause. In the last 30 days, we have had 76,000 hits and 12,000 people have contributed their ideas.” While the first phase was about getting the ideas, the second leg will see corporates joining hands to identify 10 ideas.
StepOut2GoProPlanet is a participative campaign that invites informative and innovative ideas from professional ProPlanteers to make the environment a greener place to live in. The campaign has been designed keeping in mind this year’s World Environment Day theme – Green Economy.
The campaign leverages LinkedIn India’s member-base of professionals, urging them to step out of their offices and go pro-planet. This initiative allows professionals to share their ideas on any one of the 10 important sectors identified by the United Nations, in turn igniting nation-wide engagement on LinkedIn.
Reaching the niche
The marketing strategy is to reach out to the niche category. “Digital has been our focus and our TG is the youth who are also present in social media,” said Dhillon. Woodland has been able to reach out to more than 15 million professionals using LinkedIn in India to spread the message. “Thus, we will be able to gather a corporate pool of ideas and implement them effectively,” Dhillon added.
He further informed, “30 to 40 per cent of our spends are on promoting the green economy so that we are more sensitive to the changing climate.”
Building the ‘green initiative’
As part of this green initiative, Woodland has been setting up carbon neutral stores in Delhi-NCR and Karnataka, where they have tied up with manufacturers who give carbon credits to customers. This will be operational from July 16 in Delhi and Bangalore.
They were also planning to plant 150,000 trees in India. All this would be part of the effort to use green technology. “Our products are environment friendly and socially responsible, and it reflects on our brand image,” Dhillon said, adding, “We are also tying up with eBay to set up ‘used stores’, where people can trade their old products.”