This campaign is a reminder of when I succeeded. It’s on my achievements page. However, I pasted a copy here just in case I have a new one to replace it.

A time when I failed that is related to this campaing can be found on this portfolio page

Every experience allows me the opportunity to adapt and grow.

When I failed in the previous tab, I realized GreenPlanet Nutrients(GPN) needed an umbrella brand campaign—a parent(Brand) campaign for the multiple children (Product) campaigns.  GPN required a brand campaign that could effectively articulate the core purpose of the brand in a manner that resonated with the consumer, enabling them to acknowledge the veracity of the message. As our customer’s viewpoint serves as the
foundation for what constitutes the truth for our brand, this truth would be the ideal catalyst for generating both new and existing product campaigns under the main brand campaign.

Once I had established the BackCountry two-part outdoor feed program, I felt that a GPN Brand campaign was necessary in order to solidify the message I wanted to convey to the audience. Each product could have its own campaign and narrative, but all pieces should be knit together through a central theme inspired by GPN Brand Campaign.

GreenPlanet Nutrients required a campaign to expand their reach. Prior to legalization in Canada, GPN’s strategies had been largely concentrated within the Cannabis legacy market. Consequently, there was a need to transcend into other markets and include buyers from different backgrounds, be it Cannabis growers, traditional gardeners, commercial farmers, or hobbyists. This campaign needed to reach out to all kinds of growers.

We utilized convergent and divergent thinking, with lateral and bilateral management, to brainstorm at the ideation board; the successful idea was “There Grows the Neighborhood”, a campaign to make the stigma fashionable. 

Prior to legalization, Cannabis gardening was done clandestinely, occurring quietly in the shadows. With legalized Cannabis gardening, these horticulturists have been able to showcase their products and skills. As a result, communities have been provided with a space for individuals to proudly display their hard work and gain expertise, which has developed over time through experimentation. With this vision in mind, GPN’s campaign was created to promote this proud moment and to position themselves as industry leaders, helping all those who partner with them to outgrow the competition.

I sought to create a comprehensive campaign for GreenPlanet. I had the intention of showcasing the foundation on which GreenPlanet has formed while also elevating the discourse around this topic that was once considered inappropriate. Previously, people used to judge and critique their neighbors; they would spread rumors and slander, creating an atmosphere of humiliation. I wanted to take ownership of “There Grows The Neighborhood” and to demonstrate that GreenPlanet Nutrients can allow one to exceed their peers and competitors.

As a Canadian company, I wanted to create a narrative to help our sales representatives enter new legal markets in the United States. This story-first approach would help ensure awareness and reach within this market.
 

“People remember stories 22 times better than facts alone.” – Cognitive psychologist Jerome Bruner.

I furnished our sales team with essential tools, such as trade show booths, landing pages, and care packages, which enabled them to succeed. Knowing that people are more likely to recall stories over facts, I provided my team with an engaging story to utilize when entering the market.

I have dedicated the last several years to building a comprehensive inbound marketing strategy, with an emphasis on resources, FAQs, and problem-solving, to maximize the success of our campaign and ultimately secure new customers. This campaign was the icing on the cake to bring it all together.

I leveraged the landing page as a resource to empower sales reps at tradeshows with a question-and-answer navigation system to assist customers in discovering the ideal nutrients according to their specifications.

Whether they sought a remedy for a problem or an additive to increase performance, I made sure all options
were readily available with the simple click of a button.

This underlying message for the campaign was that with the help of GreenPlanet Nutrients, anyone for any plant could grow massive. Massive yields, massive flowers, and massive boasting rights within your neighborhood.

The success of this campaign was quantified by its ability to adeptly translate across various mediums, from print to digital through tradeshow engagements and case-studies. We have the capacity to share our successes and rally our loyal followers around us. Aiming to serve as the ‘parent campaign’ for product launches and all associated activities, this campaign seeks to help our growers become celebrated names in the industry.

What did I learn

• Emotional triggers work with campaign success.
• Allowing our followers to shout out their bragging rights has helped with word-of-mouth marketing within their communities.
• Difference between a product and brand campaign
• Allowing the landing page to do more than awareness and conversion but as an educational platform
• The biggest issue I saw from our consumers was locating or knowing the available resources and remembering them.