GARDENA, part of the Husqvarna Group, is the leading brand for high-quality garden tools in Europe and is represented in more than 80 countries around the world.
With its UK headquarters in County Durham, GARDENA UK has been part of the Husqvarna Group since 2007 and is known for its first-class gardening tools, innovative products and expert advice for gardeners of all levels.
We were asked to support GARDENA UK’s digital marketing activity during a period of team absence, including maternity cover within the digital marketing team.
The aim was to ensure the brand’s online presence remained consistent, engaging and inspiring, while continuing to raise awareness of GARDENA’s products, campaigns and gardening expertise.
Our support covered social media, email marketing, graphic design, community management and reporting. We were tasked with helping GARDENA UK keep both trade and consumer audiences up to date with the latest brand news, product launches, offers and seasonal gardening inspiration.
We also aimed to grow GARDENA UK’s social media following, increase reach and engagement, and create content that would encourage gardeners to interact with the brand across Facebook, Instagram and LinkedIn.
The Pack researched, planned and created a wide variety of engaging social media content for GARDENA UK across Facebook, Instagram and LinkedIn.
Working from a content plan, we produced posts covering product promotions, gardening tips, awareness days, industry events, seasonal advice, competitions, articles and inspirational content.
Using GARDENA’s bank of imagery and video assets, we created content designed to be instantly recognisable, on-brand and useful to gardeners. We also reviewed performance throughout the campaign, analysing which posts generated the strongest results so we could continue creating content GARDENA’s audience wanted to see.
The content, particularly competitions and seasonal gardening advice, helped drive a significant increase in reach, engagement and followers across the brand’s social media platforms.
We also created and managed multiple social media adverts across Facebook and Instagram to reach more users, increase brand awareness and support campaign activity.
As part of the campaign, we created a bespoke Facebook and Instagram message and engagement monitoring package in line with GARDENA’s brief.
GARDENA receives a high number of regular enquiries from gardeners across the country, many of whom are looking for product recommendations, gardening advice or support with specific tools.
To support this, we checked the brand’s social media profiles three times per working day, helping to ensure questions, comments and messages were responded to quickly and appropriately.
This helped maintain strong customer engagement and ensured GARDENA’s online community received helpful, timely support.
We supported GARDENA UK with a wide range of graphic design activity, helping the marketing team create high-quality digital assets during a period of staff absence.
All designs were created in line with GARDENA’s renowned branding, ensuring the content was visually consistent, professional and instantly recognisable.
The design work included:
These assets supported GARDENA’s wider digital campaigns and helped bring product messages, seasonal tips and promotional activity to life across online channels.
We assisted with the planning, writing and distribution of regular newsletters for two key audiences: trade contacts and consumers.
The newsletters were created in MailChimp and followed a content plan approved by GARDENA. They included press coverage, product of the month features, upcoming shows, offers, business news and other brand updates.
The consumer newsletters helped keep gardeners informed and inspired, while the trade newsletters ensured key industry contacts remained up to date with GARDENA’s latest products, campaigns and company news.
Following each distribution, we gathered the results and sent monthly reports to the GARDENA marketing team. These reports included open rates, click-through figures, most popular links and most active users.
At the end of each month, we produced reports summarising social media and email marketing performance.
For social media, this included new and total followers, reach, impressions, engagement and any new leads generated. For email marketing, this included open rates, clicks, popular content and subscriber activity.
This reporting allowed us to track progress throughout the campaign and use the insights to shape future content, focusing on the topics, formats and campaigns that performed best with GARDENA’s audiences.
We worked with the GARDENA UK team from January 2020 to January 2022, providing support across social media, email marketing, graphic design, community management and reporting.
During the core campaign period, from March 2020 to January 2021, we helped maintain a consistent and engaging online presence for the brand, creating content that inspired gardeners, promoted GARDENA’s products and kept both consumer and trade audiences informed.
Across this period, we created and distributed five trade newsletters and 10 consumer newsletters, helping GARDENA stay front of mind with key audiences.
The consumer newsletters achieved 308,154 opens and 382 clicks, while the trade newsletters achieved 409 opens and 32 clicks. Following each distribution, we provided GARDENA with performance reports, including open rates, popular links and audience engagement insights.
The campaign also delivered strong growth across social media. From the start of the activity, GARDENA gained more than 960 Instagram followers, 421 Facebook followers and 204 LinkedIn followers.
Across the campaign, the brand’s social media channels achieved a combined reach of 2,003,808 and total engagement of 70,139.
Competition and promotional content performed particularly well. Over the course of the campaign, these posts generated 60,500 impressions, reached 52,000 people and achieved a click-through rate of 14%, significantly higher than the average Facebook click-through rate of 0.90%.
The activity also helped drive newsletter growth, with campaign posts generating 1,404 new subscribers to the GARDENA consumer newsletter.
Across the wider period of our work, from January 2020 to January 2022, GARDENA’s social media presence continued to grow significantly. Facebook followers almost doubled, increasing from 2,602 to more than 5,051, while Instagram followers increased by 130%.
In total, Facebook content reached more than 2.4 million people, with engagement increasing by 53% from 2020 to 2021.
On Instagram, content reached 184,787 people and generated more than 20,000 likes and comments, while Instagram Stories reached 59,867 people.
Through consistent content creation, community management, email marketing and design support, we helped GARDENA UK maintain a strong digital presence, grow its online audience and keep gardeners engaged with the brand throughout a busy period of marketing team support.
“Having worked with Harvey and Hugo for over 5 years, I am continually impressed with the quality of work they produce for us. The briefs are always well understood and they demonstrate excellent creativity, while still maintaining and sticking to brand guidelines. The team’s communication is outstanding; they’re always helpful, transparent and a real pleasure to work with.”
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