Canadian Launch of WoodWorks Innovation Network

Canadian Wood Council (CWC)

In the spring of 2023, the Canadian Wood Council (CWC) launched the WoodWorks Innovation Network (WIN) in Canada. This endeavor, marked by a partnership with U.S. WoodWorks and supported by Natural Resources Canada, aimed to increase the demand for Canadian wood products and champion the benefits of wood in construction.

Born from its U.S. predecessor, the WIN is a digital community where seasoned professionals in design and construction collaborate. Their expertise in innovative wood technologies, including mass timber, has led them to this platform, fostering a community that showcases portfolios, shares professional resources, and extends a helping hand to fellow developers navigating the industry.

However, driving the adoption of new building codes and construction methods is not without its hurdles. Our target audience — professionals in the field — did not consider learning about mass timber a priority. Our research, bolstered by client-provided data, painted a clear picture: wood construction professionals were primarily focused on uncovering sales opportunities, connecting with like-minded professionals, leveraging resources to improve their sales performance, and establishing connections with wood-building product suppliers.

Brand Canadian Wood Council

Industry Building & Construction

Service Association Solutions

Contact < Back to All Work

The Challenge

The business challenge was clear: to catalyze the growth of the wood innovation building sector in Canada by launching a platform specifically designed to meet industry professionals' needs. The core consumer insight shaping our campaign was an understanding that these professionals were looking for growth, recognition, collaboration, resources, and robust industry connections.

Our campaign set ambitious goals: 10 new project posts from Canadian professionals on the WoodWorks Innovation Network platform, a reach of $100,000 in Advertising Value Equivalence (AVE), and engaging 5 new architects to disseminate their projects on social media.

Employing an omnichannel strategy, we utilized social media, email marketing, video content, B2B influencer marketing, substantial Digital PR investments, and paid advertising. This broad-spectrum approach ensured a wide and effective reach, encouraging professionals to actively engage with the platform. We aimed to foster a community that not only showcased work and shared new ideas, but also utilized the wealth of resources and opportunities at its fingertips, contributing to the growth and vibrancy of the network.

Important market insights shaped our approach. The construction industry is increasingly acknowledging the advantages of wood and innovative building practices, particularly in light of the rise in sustainable building trends. However, the competitive landscape brought its challenges. Many professionals were anchored in traditional materials and practices and may resist transitioning to innovative wood technologies.

Ultimately, our campaign was designed to inspire a shift in behavior using the beautiful and creative work done by building professionals, transforming professionals from mere observers to active participants in the innovative world of wood construction.

Results

Advertising Value Equivalence (AVE)

Achieved $1,538,589, surpassing the initial goal of $100,000

Media Mentions

910 mentions across national and international outlets

Audience Reach

718,000 wood industry professionals

The most prominent triumph was our Advertising Value Equivalence (AVE) performance. Initially set at $100,000, we achieved a staggering AVE of $1,538,589 within just the first 30 campaign days.

This fifteen-fold triumph was the result of 910 mentions spread across a multitude of national and international media outlets, reaching a substantial audience of 718,000 wood industry professionals. Major coverage provided by notable platforms like Yahoo! Finance, AP News, CBC, The Ottawa Sun, and Investor Observer, among 600 others, underscored the strength and outreach of our PR campaign.

Our campaign aimed to secure ten project posts on the WoodWorks Innovation Network platform and inspire five architects to share their work on social media. However, the efforts exceeded expectations, with a remarkable 55 projects posted in the first two months.

Promoting Canadian wood solutions and championing local talent across the country was at the heart of our PR campaign, ensuring the success of the WoodWorks Innovation Network.

Canadian Launch of The WoodWorks Innovation Network (WIN)