Launching Plantsome from startup to the biggest D2C online plant shop in Canada
From an initial one-market launch to national rollout, we helped Plantsome put down their roots and helped alongside their growth spurt.
Plantsome is one of Canada’s first online-only plant stores that sources AAA-grade plants from local nurseries and delivers them directly to your door. They also have a custom app that sends watering and fertilization reminders based on the plant’s size and your region’s weather. Like many companies that first start out, Plantsome approached Front Centre seeking help with brand awareness, and, (no pun intended) growth.
Adding to the challenge, which later became a silver lining: Plantsome launched during the same week a global pandemic was declared. Many businesses were finding themselves ill-equipped to pivot to an online model. Confusion and uncertainty were by-products of the news that dominated headlines, and many small businesses ended up suffering greatly. For a new business, this contributed to the fear of failing before properly getting started. Building brand awareness and growing as a business seemed like an impossible feat.
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.
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