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CASE STUDY

National Garden Gift Vouchers

THE CHALLENGE

Working with Studio 18 and Wildfire Marketing, we were asked to run a six month marketing campaign for National Garden Gift Vouchers from July to December 2015. National Garden Gift Vouchers (NGGV) is a gift voucher scheme administered by the Horticultural Trades Association, the UK Trade Association for the garden industry.

NGGV had a primary goal to increase the number of subscribers on their email mailing list as well as increase engagement on their social media channels, raise brand awareness and ultimately increase sales of their garden gift vouchers!

They are passionate about promoting gardening campaigns to children and non-gardeners to get the nation more green fingered and inspired to grow their own food. They had three audiences that they specifically wanted to engage with as part of the campaign; amateur gardeners, grow your own enthusiasts and gardening influencers.

THE RESULT

We provide NGGV with an integrated digital marketing campaign that encompassed a number of different channels:

We worked closely with the HTA Marketing Manager to set up a social media competition to give away 25 herb garden packs, 5 a month across the six month campaign. The campaign was also supplemented with monthly seasonal recipe cards and third party outreach blogs to extend awareness and reach. The culmination of the campaign activity was a Christmas email marketing and advertising campaign.

These were the headline results of the campaign

  • Mailing list subscribers more than doubled (52,000 from 25,000)
  • Year on year online sales in the same period were up 14%
  • December (the busiest period for NGGV) year on year online sales were up 34%
  • Gained 1,103 new highly relevant Twitter followers
  • Christmas email campaign achieved a 13% interaction rate
  • Christmas paid advertising reached 268,000 unique users

Into 2016 we continue to work with NGGV as their marketing partners to build on the momentum of last year’s strong activity and we’re already seeing another step change in results. 

WHAT THE CLIENT SAID

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