Case study

Greenlife Industry Australia: Plant Pals – a greenlife community

During COVID-19 the demand for greenlife increased, creating a number of opportunities and challenges for Australia’s nursery industry as it aimed to ensure this new breed of emerging gardener would be successful, long term gardeners.

Approach

Cox Inall was engaged by Greenlife Industry Australia to deliver a national consumer engagement campaign, ‘Plant Pals’, aimed at educating and inspiring existing and emerging gardeners and to promote the value and importance of greenlife to all Australians.

A two-phase campaign saw Cox Inall created a series of assets including a website, a series of infographics and factsheets, social media tiles and more and then work directly with independent garden centres through a series of webinars and eDMs to help support garden centres’ individual marketing efforts.

Outcome

  • Attracted 5000 visitors to the website, with low bounce rates
  • Assets used 80 times by garden centres on social media
  • Social campaign reached over 63,000 users
  • 12 unique pieces of earned media
  • A survey of garden centres said 77% of respondents who participated in the campaign saw a real business benefit