Dollar Tree

Campaign Diaries

United States

Dollar Tree Built an Entire World in a Tree Canopy for Its First National Campaign

Campaign: It’s All In The Tree

Source: https://www.media-marketing.com/vijesti/dollar-tree-je-izgradio-cijeli-svijet-u-krosnji-drveta-za-svoju-prvu-nacionalnu-kampanju/

Goal: Expand brand perception beyond low prices and create a shopping experience of discovery.

Claim: Everything you need. And want. It's all in the tree.

Media: Television, connected TV, online video, OTT, outdoor advertising, YouTube, social media including Meta and TikTok

Summary: Dollar Tree launched its first national campaign, 'It's All In The Tree', designed by Tombras, which transforms the brand name into a literal shopping experience within a giant tree. The campaign aims to shift customer perception from merely low prices to an exciting discovery of unexpected products. The campaign features two films directed by Autumn de Wilde, showcasing a playful and theatrical aesthetic reminiscent of children's television. It launched on October 20 and includes additional creative materials focused on beauty and holiday categories.

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