Client: Rowse
Seed Bombs - a digital PR campaign for the ages
(An award-winning campaign)
For over a decade, our buzzing client Rowse have been looking out for bees and beekeepers through their Hives for Lives programme. Our continued focus for them was to build purposeful awareness through audience-relevant media coverage, that included specific generic keywords and backlinks so that we…
Increased awareness of Hives for Lives by increasing site traffic
Increased overall site visibility
Increased rankings for related searches like ‘honey’ and ‘honey bees’
Following the success of our #FeedTheBees campaign for the brand back in 2020, a new, PR-able iteration of this concept felt like a good starting point. And so, ‘make your own seed bombs’ was born.
One of Rowse’s target audiences has a Millennial Mindset. We used social listening and desk research to bring this audience segment to life, so our campaign had people to centre on. We discovered people are increasingly conscious about bee numbers, the role of the pollinators and how they can help.
Pairing our audiences with this bee savour mindset, we discovered that they are also looking for activities to keep their children busy.
Targeting the millennial mindset
The green-fingered influencer effect
To get some extra buzz – and authority - behind our campaign, we wanted to use an influencers help.
Introducing Rowse’s Gardening Expert, and TV Horticulturist, Michael Perry (aka Mr Plant Geek).
The homemade seed bomb guide was produced in both written and video from (yep, we got our hands-dirty making those) for the media to use, and to host as branded content onsite.
The bee-utiful results
Takeouts from inside our hive
For Seed Bombs, using our insights creatively, we were able to deliver an idea that sits in the sweet spot of media appetite, brand purpose and audience interest to deliver a campaign with a whole hive of high-quality links and an increase in site visibility for Rowse and their important Hives for Lives initiative.
