Plant Something Colorado

Client

Colorado Nursery and Greenhouse Association

Project

Plant Something


Campaigns
Digital

The Colorado Nursery and Greenhouse Association (CNGA) provides education, training, and operational support for independent nursery and greenhouse businesses. To promote planting the seeds for community beautification – and drive growers to visit their local nurseries – CNGA launched an offshoot of the national “Plant Something” campaign. 

We created a simple but powerful integrated marketing campaign to drive gardeners to CNGA’s statewide nursery partners. A photo contest, coupled with the social media hashtag #PlantSomethingCO, inspired people to start planting and track their progress.

cnga-submissions-img1.pngcnga-pop-display-img2.pngcnga-social-pilwinkle-img3.png


Character study

Pilwinkle, the gnome, was an important part of the campaign. By adding recognition and a little levity, this $10 prop became an honest-to-goodness mascot. His fame continues to grow, and he’s looking forward to announcing the winner of this year’s competition. 

cnga-platforms-img4.png

Shh! The results speak for themselves. 

#PlantSomethingCO took root and flourished:

  • Outperformed the national campaign with 2,000 percent greater user engagement.
  • Generated more than 2,000 entries to the photo contest.
  • Drove 700 percent more traffic to PlantSomethingCO.org.
 

Awards

  • BMA Gold Key Awards, Social Media Campaign, 2016 (Gold)
  • BMA Gold Key Awards, Online Contest, 2016 (Gold)
  • Art Director’s Club of Denver, Public Service, 2015 

Related Projects


Western States Bank

Brand, Campaigns, Content