Late summer content campaign for outdoor plants

Content dossier supported by radio and online advertising 

We can’t get away from the fact that summer is coming to an end. But before autumn arrives, we still can enjoy an Indian summer throughout September. Fresh mornings, autumnal colours, and gentle sunlight provide us with the golden moments to get busy with garden plants. We have therefore worked with the outdoor plant growers from Royal FloraHolland to develop an Indian summer content file for our consumer sites, which will be boosted via online media in Germany and The Netherlands and with a Dutch radio commercial.

Content and online media support
Five articles about Indian summer gardening are published on Thejoyofplants.co.uk and its German, Dutch and French sister sites. They cover all aspects from product information to inspiring tips, and from late bloomers to a 10-step plan for getting the garden autumn-ready.

In the Netherlands and Germany the content is being promoted through advertisements on social media and Google Search. This will encourage consumers to browse the websites. We found that Google Search was a particularly successful tool during the outdoor plant campaign last summer. The same applied to digital radio, so we will be using both again.

Radio commercial for The Netherlands
From 7 September our Dutch consumer platform Mooiwatplantendoen.nl is encouraging consumers to get busy in the garden or on the patio while they still can. We are doing that with a radio commercial on Dutch stations including NPO Radio 1, NPO Radio 2, NPO 3FM, Qmusic, Radio 538, Radio Veronica, Radio 10, SkyRadio, 100%NL, Sublime and Internet radio.

Listen to the Dutch radio commercial here:

Want to know more about this campaign?
Please contact Isabel Groot, campaign manager, at i.groot@bloemenbureauholland.nl.