Stopping the scroll in a saturated market.
The Challenge
House of Kojo is an independent house plant delivery service that operates in a highly saturated online marketplace.
The business was born during the pandemic and found some initial success organically as consumers looked to improve their ‘working from home’ environments - however it was evident that if the business was to flourish further advertising would be required.
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’.
Insight & Approach
Through our briefing process we unearthed what is truly different about House of Kojo - they are currently the largest stockist of rare and unusual plants in the UK.
With that fact in mind, and after running a study with our digital media partner, utilising social listening, we defined tribes of consumers who would most likely be interested in something a little different. Our creative thought process led us to “rare and unusual plants deserve a rare and unusual setting”.
When observing the competition, it was clear that almost every other house plant brand was defaulting to either displaying plants on a white backdrop or plants in situ. To challenge the status quo and to ensure brand recognition our campaign needed to be visually arresting and portray a very different tone.
Creating 'rare & unusual' worlds.
Hand crafted characters and assets
Setting the scene
The Creative
Owning ‘rare & unusual’ as a concept allowed us to think alternatively.
Using ‘Discover a world of rare & unusual plants’ as the campaign line allowed us to generate curiosity whilst matching the headline with a wonderfully hand-crafted environment and striking colour palette far removed from the competition.
Phased approach
We produced an initial 3-month campaign which comprised of a brand awareness phase for the first month, closely followed by consideration and conversion phases.
Our creative played out across Instagram and Facebook for the first 3 months and was then added to Pinterest, as the campaign rolled out into 6 months.
Results
Our creative, partnered with an excellent targeted approach, generated higher than the industry benchmark results across the board through FaceBook, Instagram and Pinterest.
- 5.4 Million
- FB & Insta impressions
- 4.4 Million
- FB & Insta reach
- 90%
- lower CPM than the industry benchmark for FB & Insta at £0.30
- 63%
- higher CTR on conversions than the FB & Insta benchmark.
- 184%
- higher CTR rate than the benchmark for Pinterest shopping ads.
Building on the success.
Keeping things 'rare & unusual' this 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.
We delivered a full online advertising suite which went live on November 1st. We're looking forward to seeing how our 'rare & unusual' wonderland performs over the next few months.
Great work guys! Loving these creatives and customer feedback is amazing.
Daniel Nichol, Managing Director at Kojo International.
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Creating rare and unusual worlds.
Have you ever noticed how all digital advertising for indoor house plants looks the same? Well, we're incredibly proud to have created a 'rare & unusual' world for House of Kojo designed to 'stop the scroll'.
