ABOUT

CHALLENGE:
House of Kojo is an independent house plant delivery service that operates in a highly saturated D2C online marketplace.

With incredibly low brand awareness, in comparison to the likes of Patch and Beards & Daisies, the challenge was to find a way of cutting through the barrage of bland house plant ads and create something that would ‘stop the scroll’, raise brand awareness and drive online sales through digital advertising.

INSIGHTS:
At the time of briefing, House of Kojo were the UK’s largest stockist of ‘rare & unusual’ house plants so the ‘Discover a world of rare & unusual plants’ concept was conceived.

This campaign idea allowed us to differentiate ourselves completely from almost every other house plant brand – not just in its tone of voice, but in its visual impact too.

In collaboration with our digital media partner, we utilised social listening to define the most relevant consumer ‘tribes’ ensuring our creative campaign would strategically hit the right audience at the right time.

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Creating Rare & Unusual Worlds
Through our competitor audit, it was clear that most house plant brands defaulted to displaying plants on a white backdrop, or plants in household situations.

‘Discover a world of rare & unusual plants’ allowed us to be bold in our creative approach. Blending curiosity with meticulously hand-crafted environments, and using a striking colour palette, we ensured the viewer would have no option but to stop and engage.

Stopping The Scroll
We produced a 3-month campaign that focused on generating brand awareness for the first month, consideration in the second and conversion in the third.

RESULTS:
Our creative, partnered with an excellent targeted approach, generated higher than the industry benchmark results across FaceBook, Instagram and Pinterest.

5.5 million FB and IG impressions
4.4 million FB and IG reach
+184% higher CTR than the benchmark for Pinterest shopping ads
-90% lower CPM than the industry benchmark for FB and IG at £0.30
+63% higher CTR on conversions than the FB and IG benchmark

Keeping Things ‘Rare & Unusual’ For The Winter
Based on the success of our Summer/Autumn campaign, House Of Kojo commissioned us to deliver their Winter campaign.

This gave us a wonderful opportunity to not only create another unique world, but to also delve into Winter themes without having to do the usual ‘Christmas’ activity.