At the halfway point, FWPA’s FY26 The Ultimate Renewable™ consumer campaign is already on track to deliver improved exposure of messages promoting the environmental credentials of wood, and positioning wood as the preferred material to consumers.
By the end of December, we expect to have delivered more than 50 million impressions (the number of times an ad was seen) across a range of channels, including out-of-home, print, radio, as well as social media, internet TV, and broadcast video on-demand (BVOD) advertising.
A key audience targeted through this campaign is ‘Social License Shifters’ – young women in metro areas, identified as having influence on perceptions and purchases in households. Our channel mix is designed to effectively target this audience, while also exposing The Ultimate Renewable™ to the broader Australian consumer audience.
The FY25 campaign delivered 96 million impressions, and with still six months remaining in this year’s campaign, we’re trending toward improving campaign exposure, while doubling down on channels that provide deeper, richer engagement with campaign messages.
Channel Highlights
Fetch TV – Internet TV
We have seen outstanding results from a test of digital display advertising on Fetch TV, Telstra’s in-home connected media box. The Ultimate Renewable™, supported by Planet Ark static advertising, was shown alongside free-to-air and on-demand TV and movie content to over 11.5 million viewers in just a 2-week period in October.
The Block – Broadcast video on-demand & live TV
Our investment in broadcast video-on-demand (BVOD) includes 9Now, the top commercial free-to-air BVOD platform in Australia and targeting viewers of Channel 9’s top reality TV program, The Block, with pre and mid-show video ads promoting the environmental, aesthetic, and structural benefits of using wood products.
Additionally, we secured three live broadcast TV commercial ad breaks mid-October on The Block during an episode on the houses’ front facades. This was the top-rated program for that night across all broadcast channels, with The Ultimate Renewable™ video ads reaching 154,500 ‘Social License Shifters’.
Watch an example below.
Alongside these broadcast programming ads, The Ultimate Renewable™ had advertorial articles placed in The Age, Sydney Morning Herald print newspapers, and on The Block’s Channel 9 microsite during this advertising period.
Large format out-of-home
To round the calendar year off, and as consumers are out busily preparing for the holiday break, large-format out-of-home ads will be running through the first half of December in hotspot areas in Queensland, and South Australia (funded by the WoodSolutions Timber Framing campaign), and Western Australia where lightweight steel framing is growing market share.
Social Media, including YouTube
It’s important that consumers have repeated exposure to campaign messages to retain their meaning. Our paid social media ads are designed to reach consumers where they spend most of their time outside of television. With YouTube now outperforming Netflix as the most streamed video platform, it has played a key role in spreading our campaign messages far and wide, with over 5 million views so far, with an additional 2.5 million views across Facebook and Instagram advertising targeting the ‘Social License Shifter’ demographic, as well as the broader Australian public.
Looking forward – FY26 Second half
The strategic shift from broad mass marketing, (e.g. free-to-air television in FY24) to an always-on, predominantly digital marketing campaign in FY25 has more cost effectively reached target audiences year-round as opposed to a shorter burst campaign which would expend the full annual budget in only a few months.
We’ve been more agile in shifting campaign resources to higher performing channels, considering when, and where The Ultimate Renewable™ messages can be most impactful. Heading into the second half of the 2026 financial year, we will continue to optimise, while adding messages focused on timber durability and ease-of-use, as identified as important characteristics for material choice in our annual consumer survey.
