Case Study
Backyard Discovery
New product launch: Just Add Gardener
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.
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.
