To develop a marketing strategy aimed at women aged 25 to 45 years, specifically those with a garden but who wouldn’t class themselves as ‘green fingered’. To educate this untapped audience on the benefits of weed control and weedkiller in general, and in particular those of Roundup Gel.
Realising that women’s interest and lifestyle media rarely covered gardening, and even less so weed control, we turned away from traditional media focusing our sights on social and online. Instead, we created ‘Gardening Goddesses’ – an online hub for women who wanted to feel like gardening goddesses without having to be one, all with a little help from Roundup Gel.
The carefully constructed campaign harnessed the power of social media to bring together a community of like-minded people. The campaign delivered excellent levels of success, exceeding targets and securing over 6,000 Facebook fans in less than three months, 95% of which fell into the target audience. Plus a peak post engagement rate of 25% compared with an industry standard of 0.65%.