Sunday, October 5, 2008
So, I always wondered what was behind the idea of the facebook applications that allow you to give your friends plants or plant trees. One of these, I discovered, is all a part of Timberland's Earthkeepers Campaign, which also includes a blog and an environmental forum on the social networking site, Changents.
The Facebook application already has over 58,000 monthly active users. I think that it is gaining success because not only is it something cute that friends can give to one another, but it is actually helping the environment. The application promises that "each tree grown into adulthood will be planted in the real world to fight deforestation, desertification, and drought."
This is something that Timberland can also acquire brand recognition from, and it will be associated now with projects such as Earthkeepers that aim to help the environment. This is a perfect example of how social media can do the work for a company if it is used appropriately. While there are other tree planting/giving applications on facebook, I believe that Earthkeepers is one of the few that is actually attached to a retail brand. Timberland makes outdoor and recreational shoes and clothing, and while they admit that this can be a contributor to the environmental problem, they created Earthkeepers as a way to give back to the environment. Timberland seems to have made a good choice in taking the initiative to dive into the social media world.