The Challenge
Wildflower Co. has spent more than twenty years developing science-led wildflower habitat solutions. But the market knew it for one product: turf.
In reality the business offers three routes to the same outcome. Seed for flexible, large-scale planting. Substrate for reliable establishment on difficult sites. And turf for instant impact.
Landscape contractors, specifiers, landscape architects, developers and ecologists were choosing between suppliers without realising a single trusted partner could cover every project type.
Following the launch of Wildflower Co.’s new brand identity and its “More Than Turf” positioning, the brief was to build awareness of the full range and turn that awareness into qualified new business enquiries, across all three product lines and all three professional audiences.
The campaign needed to increase awareness of the wider product range, clearly communicate the benefits of each solution and generate qualified enquiries from landscape contractors, specifiers, developers, ecologists and environmental consultants.
It also needed to build on Wildflower Co.’s wider “More Than Turf” positioning, reinforcing that the company offers complete, science-led habitat solutions rather than a single product.
Our Approach
We built the campaign around a single-minded proposition: from seed to turf, there is a right wildflower solution for every project. Wildflowers Sorted said it in two words.
The idea was to take the guesswork out of choosing. Rather than leading with product, the campaign led with the customer’s project and helped them find the route that suited it best.
Paid media ran across programmatic display, Meta, Google and LinkedIn, weighted to trade and specifier audiences across the UK. Each channel was optimised against enquiries rather than clicks, and budget moved towards the channels producing leads as the campaign progressed.
Making the right choice simple
At the heart of the campaign was a dedicated landing experience that explained the benefit and best use of each of the three solutions.
We built it around:
- Wildflower Co.’s Solution Sorter tool, helping visitors match their project to the right route in a few clicks
- clear, side-by-side guidance on when to choose seed, substrate or turf
- a simple quote request, so interest could turn straight into an enquiry
To bring the products to life, we ran a content day that captured original product demonstration, installation and educational footage. It was cut into short-form video, static and carousel executions for each channel, showing the products at work rather than simply describing them.
Every asset pointed to the same message and the same destination, so a specifier on LinkedIn and a contractor scrolling Meta received one consistent story.
This helped communicate that there is no single answer for every wildflower project. The right solution depends on factors such as scale, budget, establishment time, site conditions and the level of certainty required.
The Outcome
Wildflowers Sorted did exactly what it set out to do: it put Wildflower Co.’s full range in front of a new audience and turned that attention into new business. Over the campaign, it delivered:
- 406,715 people reached, with click-through rates two to three times the industry benchmark
- 170 new business enquiries
- 99% brand-new contacts, people who were not already in Wildflower Co.’s database
- £1 million of potential lifetime value
- Product-specific and combined social adverts
- Static, carousel and short-form video content
- A dedicated campaign landing page
- Product comparison infographics
- Email marketing
- Organic social content
- Promotion of the Solution Sorter
Across every touchpoint, the campaign reinforced Wildflower Co.’s position as a knowledgeable, approachable and science-led partner that makes biodiversity easier to achieve.