CONVERSATIONS boost biodiversity from back gardens and elevates brand sentiment by 30%
THE CHANGE THEY
NEEDED TO MAKE
Following a period of transition, we were tasked to drive one consistent conversation around reasons to feel good about Homebase and why it ‘Feels Good to be Home’.
In 2020, as lockdown began, Britons dug in. 3M new gardeners were planting sunflowers and waging war on the slugs invading newly planted vegetable plots.
While great for short-term sales, timing was terrible for the long-term brand building needed. Temporary store closures, government lobbying, and retail workers’ rights were dominating communications.
THE conversation
we created
By June, new and born-again gardeners’ relationships with their homes were waning. How could Homebase keep a nation in, when they wanted to go out?
Research showed popularity of ‘Sustainable Living’ had increased during lockdown amongst Homebase’s key consumer audience.
With 322M more plants purchased in 2020 than 2019, and the UK’s gardens covering a landmass bigger than the Lake District, Brits had been unknowingly greening up the UK in the middle of a pandemic.
In July we shed light on this sustainable living advancement and launched the ‘Great British Greenup’ – an education campaign encouraging Brits to keep up the good work and adopt simple actions that would make their own mini–Lake Districts even “greener”. Boosting biodiversity from Britain’s back gardens.
THE CHANGE made
30%
increased brand sentiment on social media and between June and end July 2020 brand consideration
jumped up 7%.
500m
reach through earned media.
15%
combined engagement rate delivered through content partnerships with eco gardening micro and nano influencers 10 x above the 1.4% Home content average.
Uk 1st
The campaign success enabled the team to evolve it for Autumn with the UK’s first ‘Green Aisle’ featuring energy-saving items for the home running in partnership with Smart Energy GB.
