Flymo saw record sales at the end of July 2020, beating 2019’s total sales just seven months into the year.
With shops closed and everyone confined to their homes when COVID-19 hit, the Flymo team and their Newcastle creative agency O Communications threw summer’s carefully-laid marketing plans out of the window. Instead, they focused on how to inspire children and families to get out and enjoy their outdoor space during lockdown.
The gardening superbrand formed a collaboration with social influencer Skinny Jean Gardener, for a digital campaign which reached just under a million families across the UK. Over the Easter holidays, Skinny Jean Gardener took over Flymo’s Facebook page every morning to encourage families to get gardening, resulting in over 60,000 families tuning in every day to watch the show.
From top tips on how to make gardening fun for families and growing your own vegetables to games to enjoy together, the content kept families coming back for more each day and increased engagement across all social media channels.
Lauren Regan, creative director at O Communications, said: “The O team worked closely with Flymo to understand the problems that the brand was facing during these strange times and align with the overall business strategy in handling the crisis. Flymo was keen to keep brand awareness high with one of their core markets, families, as well as share positive, helpful and engaging content because gardening is not only a good way to entertain the kids, its great for a healthy mind and body.
“Working with influencers isn’t always about picking the person with the highest following online, it’s about choosing the person that your audiences will relate to and find the most entertaining. Influencers can be anyone, from celebrities to your next-door neighbour.”
Clare Slater, Customer Marketing Manager UK at Flymo, added: “Skinny Jean Gardener fits the Flymo brand perfectly; down to earth, fun and likeable. He makes getting out in the garden an activity to do together as a family, not a chore that has to be conquered before you can enjoy your space. While Joe Wicks got the nation exercising in their living rooms over lockdown, Skinny Jean Gardener helped Flymo to get families out into their gardens.”