PUBLIC RELATIONS INSTITUTE OF AUSTRALIA PRIA NATIONAL BRONZE WINNER
Best Digital Influencer Campaign
Plant Drive Thru
LBPR client Eden Gardens is an iconic, award-winning nursery in Sydney. When COVID-19 hit, LBPR was asked to devise and activate a PR campaign to generate a sales spike that could ultimately recover some of the losses experienced in the months prior, reassuring people it was safe to physically visit. Our strategy was based on the overarching concept of leveraging the reach of key influencers; a campaign we activated in less than an hour, driving (literally) hundreds of people to Eden Gardens to buy their plants from their car via a drive-thru.
“LBPR’s influencer campaign was the sole marketing activity employed to generate sales just as COVID really hit. High sales that day meant we ran the event on 29 March too. Plant Drive Thru was the start of us staying open as everything went into lock down and during April, May and June.”
This is the most successful influencer campaign Eden Gardens has employed in terms of breadth of posts and investment versus return. Importantly, it brought about behaviour change; the business saw a high volume of cars arrive to drive thru, and where people felt comfortable, leaving their car to explore our nursery (including two of the influencers!). We credit LBPR’s campaign for being integral to this positive outcome.