Calliope

CHALLENGE

Growing A Consumer Brand

Syngenta Flowers tasked G&S with introducing its first-ever, premium consumer geranium brand, Calliope, to consumers in the UK, Germany and France, showcasing its advantages over traditional geraniums to strengthen brand awareness and influence purchases.

SOLUTION

G&S researched, planned and executed a fully integrated campaign to launch Calliope to consumers in the targeted countries. The campaign featured:

Media outreach to consumer gardening publications
A custom website including a where-to-buy locator, latest news and care tips, and retailer and grower portals with point-of-sale materials available for order.
Retail demos in DIY and grocery stores, as well as at consumer gardening shows featuring a custom Calliope-branded display mimicking a traditional home with window box planters. The demos included planting instructions and care tips to help consumers see how Calliope outperforms other geraniums.
New Instagram and Facebook accounts for Calliope featuring content aligned with consumer buying habits.
Advertorials in key consumer magazines in the target countries.

4,910 people reached through 100 demonstrations
5,000+ total page views on the Calliope website in first four months
463 people reached via Facebook event pages
56,000+ impressions on Facebook and Instagram in first six months
22 media hits
Exceeded sales goals by 3X

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Calliope

Growing A Consumer Brand

Results

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