ASEAN Furniture Industries Council

Main Role

Communications

Scope of Work

Copywriting, graphic design

Alex Yates

Creative Director

Hoang Anh Nguyen

Account Manager

Thu Vu

Designer

Todd Wills

Copywriter

Background

The ASEAN Furniture Industries Council (AFIC) is a regional trade organization that promotes the interest of its member countries throughout Southeast Asia. Working in partnership with the Programme for the Endorsement of Forest Certification (PEFC), AFIC initiated a project to build awareness about its commitment to sustainability, to strengthen links with its current and potential members, and to help move regional players towards sustainability and certification.

Fourdozen was engaged to help support the project for 6 months through graphic design, copywriting and videography, both for social media (Facebook and LinkedIn) as well as longer articles for publication on the web.

Our Approach

As a trade association, AFIC’s primary goal for this project was to communicate with a relatively small but influential community of manufacturers, retailers and designers in Southeast Asia. An ideal example of the much sought after “minimum viable audience”, this put Fourdozen in the position to get very specific, and create content that was both interesting and technically complex, for an audience with a strong base of existing knowledge.

Taking advantage of our years of experience in the furniture and sustainability sectors, our headquarters in an important ASEAN member country, and our incredibly strong working relationship with PEFC, Fourdozen proposed a unique campaign approach that used our content both as a lead funnel, and an offer. AFIC national member organizations represent companies large and small, each with their own communications priorities, many with limited marketing budgets. And so the first content we ever wrote wasn’t for Facebook, LinkedIn or even a website—it was direct email communications with AFIC members, on behalf of the AFIC board of directors.

The offer: have your sustainability story told, with beautiful video, graphic design, and longform writing, at no cost to your organization. The ask: send us your raw materials, join our campaign, and help us amplify our messaging by sharing it far and wide in your home countries. By presenting our own campaign services as the carrot, we were able to secure a level of buy-in from AFIC members that no single article or video could achieve, while also strengthening institutional ties between members. By involving individual members from the very first project meeting, we were also able to ensure that our content was relevant, timely and useful.


Alex Yates

Creative Director

Hoang Anh Nguyen

Account Manager

Thu Vu

Designer

Todd Wills

Copywriter

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