Your perfect plant is waiting.
Strategist
How can we instill a love for houseplants in Gen-Zers?
Planting seeds.
Down to Earth approached our advertising campaign class for solutions to increase their Gen-Z market share for plant sales in Eugene, while also instilling an appreciation for plant keeping.
The Insight.
During COVID-19, 18.3 million people began gardening for the first time, including a 44% increase in Gen Z populations.
The majority of Gen-Z-aged individuals in Eugene have no place to garden. We reframed the question to ask- how can we instill an appreciation for houseplants?
The leading competitor for DTE is closer to the target audience, but they know little about the plants they sell and have no plant care instructions.
Gen-Zers appreciate personalization and are motivated by expressing their individuality.
These insights led to our central idea: to match people with their perfect plant.
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 out of 16 teams.
Strategy/PM: Riley Valle
Strategy/Copywriting: Sadie Sandoz
Account Management: Braden Rice
Art Direction/Design: Carly Cuthrell