Westland ‘Beneath The Leaf’ wins Best Social Media Campaign
-
GIMA Awards 2024
-
Beneath The Leaf video
Recognising the growing market for houseplants, Westland launched a comprehensive campaign in early 2024, ‘Beneath the Leaf’, which aimed to raise awareness of its houseplant care collection and educate consumers on maintaining a thriving indoor jungle.
Westland understands the complexities of houseplant care, from selecting the right compost, managing watering schedules, to pest control and feeding. Through this campaign, Westland aimed to dispel the myths surrounding houseplant care and highlight the brand’s comprehensive care collection, including feeds, potting mixes, leaf shines, mists, and Hydroleca.
The campaign effectively positioned Westland as the go-to resource for houseplant enthusiasts, providing essential education and high-quality products to help every indoor jungle thrive. The campaign centred around an online educational hub, which features video tutorials and a plethora of advice articles, from tackling common houseplant problems, to propagation and repotting tips. During the campaign, videos were promoted through the Beneath The Leaf YouTube playlist, and via a robust social media influencer and paid media campaign. The online hub served as the campaign's focal point, addressing the common challenges of houseplant care and positioning Westland as the trusted partner with a wide range of products to help houseplants flourish.
Westland collaborated with various influencers to demonstrate the importance of using the right compost and feeding regime for happy, resilient plants. The campaign was a real success, reaching over 200,000 consumers, and achieved an impressive engagement rate of 3.57%, demonstrating the appetite from consumers for advice surrounding keeping their houseplants happy.