Evaluation: From Grey to Green campaign

To ensure that our campaigns are best aligned with the intended target group, we evaluate every campaign we do. We have also done this for the outdoor plant campaign From Grey to Green. Following the conclusion of this outdoor campaign in April, research agency Motivaction asked the target group about their views, and the outcome resulted  with outstanding ratings.

Rating of 8

Afbeelding

• The target group Aesthetic Explorer gave the campaign a rating of 8. This is one of our highest ratings since we started carrying out these studies.
• Of this specific target group, 63% felt encouraged to buy more outdoor plants, and two in five consumers expect to buy more outdoor plants over the coming year, for themselves or for other people.

Results for each campaign element
The campaign showed the impact of greenery on dull grey surroundings. This was done through various mediums and channels. The results:

• The campaign showed the impact of greenery on dull grey surroundings. This was done through various mediums and channels. The results:
• The digital out-of-home advertising reached over 10 million consumers in the German cities of Berlin, Hamburg, Munich, Cologne, Frankfurt, Stuttgart and Düsseldorf.
• The social media campaign was widely shared and resulted in many positive comments, like this one: “Transform something grey and unexciting into a green oasis with a feel-good factor and give it a personal touch.” 
• Consumers indicated that they highly rated the campaign content, which was easy to understand.
• The radio commercial was given a rating of 7.8 by the intended target group. 93% of consumers felt that the message was clear. The Dutch radio commercial reached 2.5 million consumers over a three-week period.
• In the Netherlands we introduced the rapper Dio as the very first Green Mayor of Amsterdam. This resulted in extensive exposure, including a radio interview on Sublime FM, an interview on AT5, and various articles, including in Metro nieuws.
• The shopper activation ‘Urban Jungle Garden Market’ at Jumbo,  a collaboration between Royal Lemkes, Jumbo Supermarkets and Royal FloraHolland, resulted in 2% less unsold waste in comparison with the 2021 year plan at Jumbo.

From Grey to Green in a nutshell
We launched the latest outdoor plant campaign From Grey to Green at the start of April. This took place in the Netherlands and Germany. The campaign was aimed at bringing more greenery into people’s surroundings. We focussed specifically on the target group who do not have their own outside space, alongside regular consumers with gardens and balconies. In this way, we encouraged them to buy outdoor plants. This campaign was developed in close collaboration with the Outdoor Promotion group at Royal FloraHolland.

Deployment over the coming period
Outdoor plants will be in the spotlight again at the start of September. This will include the From Grey to Green radio commercial with a supporting autumn content media campaign. We will be running the From Grey to Green campaign again in spring 2022 as one of the year’s most important consumer campaigns.

Want to find out more?
If you would like to find out more about these findings, please e-mail Campaign Manager Isabel Groot at igroot@bloemenbureauholland.nl.

                          
_{August 2021}