case studies.

SUCCESS STORY: TREE

TREE is Hong Kong’s first eco-chic furniture boutique that sources and sells beautiful reclaimed, recycled and re-loved furniture and finishing touches, from the heart. It is also a leader of the city’s mindful consumption movement.

THE TASK:

Embed TREE in Hong Kong’s design and eco narratives for the Chinese speaking community.

THE CHALLENGE:

Consumer feedback had taught TREE that the natural imperfections found and celebrated in each TREE piece, a fact that sits at the heart of the brand’s story, were perceived negatively by some Chinese consumers.

PLUG IN ACTION:

Using our deep knowledge of Chinese luxury consumers, we focused on the brag-a-bility of owning a piece of luxury furniture or home furnishings from TREE: The unique and one-of-a-kind story behind each piece found in the TREE store. We called it The TREE Story: Reclaimed, Recycled, Re-loved.

THE RESULTS:

TREE gained notably more traction with Chinese consumers in 2014. As the primary mechanism for communicating the TREE story, PR is credited for this success. This campaign increased media exposure for the brand by 45%, securing almost 500 pieces of coverage for this year and counting.

COVERAGE HIGHLIGHTS: (click to download PDF)