CHALLENGE
Growing A Consumer Brand
Syngenta Flowers tasked G&S with introducing its first-ever, premium consumer geranium brand, Calliope, to consumers in the UK, Germany and France, showcasing its advantages over traditional geraniums to strengthen brand awareness and influence purchases.
SOLUTION
G&S researched, planned and executed a fully integrated campaign to launch Calliope to consumers in the targeted countries. The campaign featured:
- Media outreach to consumer gardening publications
- A custom website including a where-to-buy locator, latest news and care tips, and retailer and grower portals with point-of-sale materials available for order.
- Retail demos in DIY and grocery stores, as well as at consumer gardening shows featuring a custom Calliope-branded display mimicking a traditional home with window box planters. The demos included planting instructions and care tips to help consumers see how Calliope outperforms other geraniums.
- New Instagram and Facebook accounts for Calliope featuring content aligned with consumer buying habits.
- Advertorials in key consumer magazines in the target countries.
- 4,910 people reached through 100 demonstrations
- 5,000+ total page views on the Calliope website in first four months
- 463 people reached via Facebook event pages
- 56,000+ impressions on Facebook and Instagram in first six months
- 22 media hits
- Exceeded sales goals by 3X