ENGAGING ENTHUSIASTS WITH A

TARGETED SOCIAL MEDIA

STRATEGY

Capability: Market Communications

Business Objective

  • Develop an online community that provides inspiration for hydrangea enthusiasts

Strategy

  • Develop a hydrangea-specific Facebook fan page
  • Provide sneak peeks on new product launches and spotlight landscaping applications and growing tips
  • Structure content to provide rewards for liking and posting

Results

  • 3,540 fans since launch in 2009
  • Site utilized for the launch of two new hydrangea varieties
  • Exceeded goal of reducing cannibalization of original hydrangea varieties
Hydrangea flowers
Image of shadow people

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