Working alongside the Senior Brand Manager for Cuprinol, the 2018 Garden Shades campaign was a resounding success on social media.
When it came to garden decorating, we sought to:
- Make it inspiring: creating beautiful garden content and project ideas
- Make it easy: creating consumer-led, social first content that heroes a garden trend and task
- Make it accessible: Serving the right content to consumers on the right channels, at the right time
The key success behind the campaign was a result of it being heavily driven by customer insight. Our research showed that garden projects take so long because:
- The job feels too big
- People lack know-how
- People lack inspiration
- British weather is unreliable
Whilst we couldn’t control the weather, we wanted to challenge the first three barriers through simple, actionable ideas that were already being sought after online.
This campaign ran across Facebook, Instagram, Twitter and Pinterest. Whilst also channels performed very well, it was tapping into new formats on Pinterest that drove the best results.
Our Pinterest content had a view rate that was over 10% higher than on other platforms. This campaign also delivered the highest CTR that we have ever generated on Pinterest. In addition to the strong engagement, this proved to be a very efficient campaign with CPMs coming in below forecast and around 35% below that we’ve achieved targeting other comparable social audiences.