New consumer campaign: the grower as expert
Lots of people want greenery in their homes, but not everyone knows how to get started. A recent study shows that young people in particular are hesitant to buy house plants because they think they’re hard to care for. To help remove this obstacle, we’re launching a new campaign in the Netherlands, France, Germany and United Kingdom. We’re using practical care videos to show how easy and fun it is to care for plants. This means we can help consumers develop green fingers and feel confident when getting started!
Collaboration with growers
To create these videos, we joined forces with four growers: OVATA, Green Balanz, Stolk Potplanten and Gebroeders Valstar. By tapping into their knowledge and expertise, we can convey the right message to consumers and remove any obstacles to buying house plants. Each video addresses a data-based problem faced by many consumers when it comes to plant care. “Why does my plant have brown spots?”, “What is the right amount of water?” or “How much light does my plant need?” – These and other questions are answered by experts from the world of plant growing.
Promotion using various platforms
The campaign is tailored to different platforms: YouTube, Facebook, Instagram, TikTok and YouTube Shorts. This ensures that the videos are shown to the right target groups in the right manner. Each video is also linked to a specific landing page so consumers can easily learn more about their house plants and improve their care skills.
Practical videos based on search behaviour
Our videos target light users: people who still have little experience with house plants. Besides practical care tips, we also share fun and surprising facts. This makes the videos both user-friendly and fun to watch. The topics addressed in the videos are based on data. A Google search behaviour analysis was used to determine which plant care questions are asked most frequently. By providing answers to these specific questions, we can effectively help consumers to get started. The videos and corresponding articles also make us easier to find on Google, so that we can reach even more plant lovers.
Why did we develop this video campaign?
The campaign allows us to connect consumers with the world of plants. By combining practical care tips with fun facts, we give them the confidence they need to properly care for their plants. This helps us to remove obstacles and stimulate demand. For the four growers involved, the campaign also offers a great opportunity to improve the visibility of their products and build a strong bond with consumers.
Below, you can see an example of one of the videos we developed:
The video campaign runs from 17 March to 26 April.
