Branching into outreach for leading plant company

Community ‘Pop-Up Garden’ campaign for Blooming Artificial brings 8.6k video views, local news coverage and a boost in site traffic – all in under 48 hours.

Blooming Artificial

Blooming Artificial are the market leaders (and the best out there) for realistic artificial plants, flowers and trees. Building on our previous success, they came to us and asked how they can grow year-on-year sales by 20%. After recently losing ground to big players such as Argos and Ikea, they were keen to raise awareness of artificial plants and tackle some of the negative associations – most of which are either incorrect or outdated. In our aim to drive awareness and boost their rankings, we came up with the idea of the ‘Pop-Up Garden’ campaign.

The idea takes seed

At 6am on a hot morning in July, our team went out and transformed a grey urban space in the centre of Norwich into a natural haven to celebrate plants. The Pop-Up Garden burst with life, featuring Blooming Artifical palms, window boxes, grasses, flowers, shrubs, ferns and hedging. Passers by were invited in and we filmed the day on time-lapse from 8am until 4pm. We even set up a Facebook event page and created a hashtag to generate buzz on Twitter and Instagram, along with a bespoke Snapchat filter for anyone within snapping distance of the action.

A local media storm

The result? Eight non-stop hours of people dropping in, asking about the plants, touching the leaves and taking selfies with the entire Blooming Artificial range as a backdrop. We posted the time-lapse on Facebook to boost engagement with local audiences. The video footage was also used to create an energetic advert for use on social media and YouTube. In just 48 hours, we clocked over 8.6k video views, nine pieces of local news coverage and links from referring domains. The week of the event, site traffic was up 20%; a trend that continued over the following months.

Client

Blooming Artificial

Services

Strategy, SEO and content marketing

7.9k

video views in 48 hours

9

pieces of blog, listings and local news coverage in 48 hours

22%

increase in sales for the week of the event

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Norwich
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