The Problem

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.

The Insight

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.
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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.