Your perfect plant is waiting.
Strategist
How can we instill a love for houseplants in college students?
The Challenge.
Down to Earth approached our advertising campaign class for solutions to increase their college market share for houseplant sales while instilling an appreciation for houseplants in college students.
The main competitor is closer to campus, but they don’t know much about the plants they sell.
The Insight.
During COVID-19, 18.3 million people began gardening for the first time. This was a 65% increase in millennials and a 44% increase in Gen Z populations.
The leading competitor for DTE is closer to campus, but they know little about the plants they sell, and the plant care instructions are non-existent.
College students appreciate personalization and are motivated by uniqueness.
The Solution.
We created a quiz to match buyers with their perfect plants.
We brought life into each plant and gave them some relatable personalities, including a Spotify playlist of all their favorite songs.
Participants are asked questions about their lifestyle, matching them with a plant with similar habits.
The Results.
This was a competition within my advertising campaigns class. My team presented this campaign to the client and won first place.