Trend reports and a thorough media audit revealed that millennials had turned to indoor gardens as they wanted vibrant, living things to care for as most young professionals were living in small, urban settings. They didn’t just want to have plants; they wanted to be plant parents. We found that there was a generation of #plantparents who share care tips and plant selection online, and this was a conversation we needed to join.
Our master plan was simple: make Plantsome Instagram-famous by reaching young shoppers and using media to gain credibility while creating our own engaged community. Armed with that insight, and knowing the media consumption habits of our target consumer (younger millennials and GenZers), we decided to focus heavily on digital earned tactics, supported by media relations.