B&Q -
Gardener of the Year 2021
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Problem
B&Q Gardener of the year launched to create an opportunity to showcase and drive awareness of B&Q’s outdoor offering, with a specific focus on plant range and quality. Both novice and expert gardeners were invited to enter #BandQGOTYby entering three images of their garden for the chance to win £10,000, a B&Q Green Card and the coveted gold trowel.
Solution
The role for social was to drive awareness of the competition and inspire the online community to enter, and engage with the category, by creating inspirational and educational content that brought articles on the Outdoor Hub to life. Social-first content was created for the three campaign phases; announce & recruit, showcase & inspire, celebrate & reward. The following report highlights the performance of this organic content, while providing key observations and learnings.
Results
Impressions:1,740,810
Engagements: 43,265
Video views: 107,836
Video view time: 7d 17h 56m
Clicks: 3,072
Engagement rate: 2.5%