We Won at the Global Content Awards with our Jeyes campaign, The Great British Garden Spruce Up!15/11/2021
Bring out the bubbles! Our work with outdoor cleaning brand Jeyes has won FMCG Content Campaign of the Year at the Global Content Awards!
Judges said that our campaign impressed by showing the agility to pivot in less than a month, and embed brand truths into the lifestyle patterns of the audience, aligning cleverly to cultural moments, resulting in significant cut-through on a modest budget.
Our goal was to introduce Jeyes Fluid to first-time homeowners and gardeners between 30 – 45 years, not excluding the 45+ plus age group who are known to be keen gardeners. However, with the UK going into lockdown in March 2020 and concerns about Brits being stuck at home for months, we quickly pivoted our original Jeyes Fluid spring/summer campaign, creating the “Great British Garden Spruce Up” in late March ready to launch at the start of May.
“The Great British Garden Spruce up” was designed to highlight the link between gardening and improved mental health by using a daily routine to encourage those stuck at home to go out into their gardens every day for 30 mins to do simple tasks, such as tidying up and transforming their outdoor areas.
We were helped by Gardeners’ World’s Mark Lane to create a free downloadable planner available on jeyes.co.uk.
The campaign kicked off in May, ready for National Gardening Week between 27th April – 3rd May, and ran through to 31st May.
To ensure that the campaign reached Jeyes’ older gardening audiences, we hosted a series of radio interviews with Mark Lane discussing the health benefits of gardening and directing gardeners to the planner.
For younger gardeners we used Instagram, gifting the Jeyes Multi-Usage Spray to lifestyle Instagram influencers, encouraging them to try out the product and spread the word about the “Great British Garden Spruce Up”.
As well as 35 pieces of Instagram content, we secured 183 pieces of media coverage, reaching 24 million people. During the campaign period, Jeyes Fluid saw a 27.2% uplift in product interest and an additional £193K sales.
Jeyes Fluid is a British heritage brand and has been proudly keeping the nation’s gardens clean for over 140 years. From sterilising the trenches in World War One to disinfecting surfaces during the Covid-19 pandemic, it is clear that it has withstood the test of time.