Inspiring gardeners to add a splash of colour to their outside spaces
Cuprinol asked us to show our passionate gardening and food-loving audiences how Garden Shades could make outdoor entertaining more vibrant
Insight
People who are passionate about gardening aren’t afraid to get their hands dirty in the name of creating beautiful outdoor spaces – they just need some inspiration to do so. XX per cent of our foodie audience like to entertain outdoors, while XX of our gardening audience love to use their gardens when entertaining.
The Big Idea
With Add A Touch Of Colour, we wanted to make an emotional connection with families and garden-proud audiences with a video-led campaign. Using relatable, real-life examples, we planned to illustrate the power of colour and show how it can transform and elevate a garden.
We partnered with micro influencers to produce a series of five inspirational social-first videos, plus a microsite featuring content that showcased the breadth, user-friendliness and quality of the Cuprinol Garden Shades range. A high-impact digital campaign, including interactive IM stories and display, drove to the content, along with a social campaign aimed at the BBC Gardeners’ World and Good Food audiences.
Results
The partnership exceeded KPIs including pageviews and social click-through rates.
| Metric | Performance | Notes |
|---|---|---|
| Page views | 42,024 | 40,000 booked |
| Best-performing social CTR | 4.95% | 1.74% |
| Social reach | 9.2m | |
| IM Stories interactions | 6,145 | 3x benchmark |
| MPU CTR | 0.24 | 5x benchmark |
What the client said
“Working with Immediate was a seamless, collaborative experience. Immediate demonstrated impressive adaptability, ensuring the campaign stayed on track. The project management team was a pleasure to work with, making the delivery process smooth and efficient. Their professionalism and commitment to understanding and achieving the campaign’s objectives stood out, making them invaluable partners.”
– Remarl Nelson-Wilson,
Senior Creative, R+D, Mediahub
