Thirty Seven was asked to run a six month marketing campaign for National Garden Gift Vouchers.
The scheme was run by the Horticultural Trades Association (HTA) who had a primary goal of increasing the number of subscribers on their email mailing list, as well as increasing engagement on their social media channels and raising brand awareness. Ultimately they wanted to increase sales of its garden gift vouchers.
As part of the association’s overall aim to get the nation more green-fingered the team had three audiences they specifically wanted to engage with as part of the campaign; amateur gardeners, grow your own enthusiasts and gardening influencers.
We delivered the Horticultural Trades Association (HTA) with an integrated digital marketing campaign that encompassed a number of different channels.
We worked closely with the HTA to set up a social media competition, created monthly seasonal recipe cards and third party outreach blogs to extend awareness and reach of the competition. The culmination of the campaign was a Christmas email marketing and advertising campaign.
The headline results of the campaign were that mailing list subscribers more than doubled (52,000 from 25,000), year on year online sales in the same period were up 14 per cent, peak month year on year online sales were up 34 per cent, gained 1,103 new highly relevant Twitter followers, Christmas email campaign achieved a 13 percent interaction rate and Christmas paid advertising reached 268,000 unique users.
We were just starting out with our digital channels for the voucher side of the business when these guys started working with us. We've been consistently impressed with their performance on our key campaigns and business as usual, delivering above and beyond our expectations both in terms of return on investment and customer experience.
— Marketing Manager, Horticultural Trading Association
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