ENGAGING ENTHUSIASTS WITH A

TARGETED SOCIAL MEDIA

STRATEGY

Capability: Market Communications

Tools: Social Media

Business Objective

  • Create world’s first 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

  • 39,000+ fans since launch in 2009
  • Site utilized for the launch of other new hydrangea varieties
  • Exceeded goal of reducing cannibalization of original hydrangea varieties
43hydra
Image of shadow people

Related Case Studies

  • All
  • Ag & Hort
  • Building & Landscaping
  • Retail
  • Education
  • Medical
  • Brand Storytelling
  • Market Innovation
  • Market Insight
  • Channel Strategy