The Challenge
The Nursery and Gardens Industry of Australia, challenged us with creating a whole new generation of plant lovers.
We not only needed to find a way to engage with 25-35 year olds and educate them on the many physical and mental benefits of having a plant around, we also needed to bring plants to life in a way that was fun and interactive.
The Idea
To get all Australians to improve their Plant/Life Balance.
20,000 desk plants were given out to morning commuters in CBD locations across Australia, supported by the launch of an integrated advertising campaign.
Each plant handed out had a unique Facebook activation code that would drive people to our app. This experience would take users on a 10x week progressive engagement journey customised to the exact plant type you received, helping to inspire and educate people about the benefits of plants, while literally teaching them how to look after that plant each day.
The Results
Since the launch of the campaign, Nursery and Garden Industry Australia have experienced considerable growth in awareness of the benefits that plants have on general wellbeing, as well as having attracted a much younger audience.
The results:
- 16,500 people from around the world joined the campaign (5,000 within first 24 hours)
- 7,000 plant activations from the giveaway (35% redemption/activation rate!)
- 80% of audience between 18-35 years of age
Post Campaign research:
- 74% put a plant on their desk
- 94% of people were interested more about plant life
- 71% purchased a plant
- 25% purchased more than 3 plants
- 88% recommended plant life to others
