The Gromor gardening campaign finished up in mid September, and consisted of a mixture of activities including PR, social media and digital advertising, with support from nurseries, garden centers, Westland and number of other commercial sponsors. Many of the garden centers have GroMor, POS material from previous years, so this was not an element in 2019.
Results from the digital side of the campaign were impressive. Unique users were up 90% to just under 40 000, and pageviews were up 235%.The most popular page is the garden center finder, up 18% from last year with 4200 views. After that is hydrangeas, then shade loving plants, showing the potential for more specific plant based advice.
There are 20 000 followers on Facebook, with the best figures for the GroMor launch post (37 000 reach) Hydrangeas (17 000) and Bloom tickets (16000). There was considerably more sharing of content between the GroMor social media channels and the garden centers.
A combined total of 57 videos were edited/repurposed/created and shared across the website and social media. These resulted in 218 000 video views with the campaign video having the most views with 23 000.
Going forward, the future of the digital campaign is in engagement, and building up an online community through sharing and tagging.
The PR side of GroMor launched in late March using a photo call featuring Gary Graham and Karen Koster, the campaign ambassadors. This resulted in national and regional coverage, and also led to Gary appearing on Weekend AM to discuss pot plants
Bloom 2019 featured a Quality Mark Plant Village (with a GroMor voucher offer), and GroMor garden centers were featured on the garden stage.