Backyard Discovery Greenhouse Product Launch Campaign

Backyard Discovery

Backyard Discovery breaks sales records with new product launch

The ask

Backyard Discovery, a recognized leader in quality patio and play structures, partnered with LimeLight to strategize and launch their new greenhouse collection. Embracing the challenge, we successfully positioned and promoted their greenhouses, which quickly set new sales records.

Product positioning
Product photography & video
Campaign thematic
Digital marketing

Unprecedented sales results

Selling out during presell had never happened before. Selling out in entirely new product category was proof of a great product with great positioning and marketing.

#1

highest revenue product category in year one

1st

product launch to sell out during pre-sell

300%

more sales than projected

Just add gardener

With many greenhouses entering the market, we needed to show passionate gardeners why Backyard Discovery’s were the best. To demonstrate that these feature-rich greenhouses provide everything plant enthusiasts need, we crafted a positioning statement and compelling visuals that anchored the campaign: Just Add Gardener.

Creative messaging

Our greenhouses are the secret ingredient that transforms a backyard into a flourishing oasis. With every essential already in place — from forced ventilation to a hose hookup to plenty of space with foldable shelving and more — all dedicated gardeners need to do is bring their passion and let it grow. To make it come to life, just add gardener.

From the group up: product launch campaign

It was time to raise awareness of their greenhouses and the feature-rich benefits by partnering with LimeLight to create their first, and what we think is their best ever, national new product campaign, from the ground up. We leveraged search marketing through SEM and SEO, email, paid and organic social, and influencer marketing.

The results

Not only did the campaign result in record-breaking sales, but it also positioned the greenhouse category in first place for total sales in year one. The campaign contributed to a 10% sales lift and was the first-ever new product to sell out during presell. These early wins led to Backyard Discovery launching the product in select markets in Canada and Europe.