Growing awareness in a dense forest of competition.
The Western Red Cedar Lumber Association represents the manufacturers and distributors of over 75% of all western red cedar produced in the world, the majority of which is sold in the US. But this is under threat by non-wood substitute products like Trex brand decking, and James Hardie fibre cement siding, who have much larger marketing budgets, and the misconception that these products are more environmentally friendly than natural wood, as they’re manufactured with recycled products.
With market research showing consumers will choose cedar over other materials 60% of the time once it’s on their consideration list (and professionals 90% of the time), Bare developed a comprehensive, on-going, multi-platform campaign to grow the Real Cedar brand. All work targets consumers and professional in North America and is tracked and monitored.
Western Red Cedar Lumber Association (WRCLA)
Television, print, online, education, social media, video, monitoring, analytics