Written by
Sanne Sips
The consumer campaign ‘The grower as expert’, which was launched this spring in the Netherlands, Germany, France and the United Kingdom, has proved to be a huge success. In a series of videos, four growers of various types of house-plants shared practical tips on plant care with consumers. And with impressive results, as the videos were viewed over 105 million times and we reached more than 22 million people!
Campaign based on search behaviour
The campaign was entirely based on consumer search behaviour on social media. Each video highlighted a data-based obstacle to buying plants experienced by consumers, such as: “My room does not have enough light, so all my plants die” or “I always forget to water my plants”. We approached growers based on the most popular challenges and selected plants that are particularly suitable for people who buy plants less often.
Popular with consumers
The videos were spread via YouTube, Meta and TikTok. Interestingly, nearly half of viewers watched the videos until the very end. That’s an exceptionally high number, especially for the longer videos. We also saw a high degree of involvement. Consumers could relate to the presented situations and responded with enthusiasm. In the comments section, they proudly shared pictures of their own plants, asked questions and gave each other tips. Lots of viewers saved the videos for future viewing and forwarded them to others. There was a sense of positivity and curiosity. Some viewers asked questions of a critical nature, like about the growing process, but there were virtually no negative comments: of the 16,481 comments, only 12 were negative.
Great enthusiasm
The campaign resulted in considerable reach and connection – not only between growers and consumers, but also among the consumers themselves. The comments clearly showed that consumers need more of these practical and user-friendly tips. They appreciate the knowledge of growers and are eager to listen to them. There is lots of enthusiasm for a follow-up, so we plan to develop this format further.
