A NEW DATE CREATED IN THE UK GARDENING CALENDAR

Flymo is the UK market leader and King of the Lawn, so we set out six years ago to create a behaviour change among UK consumers that live beyond the brand and affect the whole category. First Cut Sunday is now a yearly date in the diary to celebrate getting ready for Spring based on market research on the most common day people take their lawnmower out of the shed and cut the lawn.

First Cut Sunday is now a key moment in the retailers’ calendar to drive people into their gardens after a long winter – retailer partnerships are now in place with the likes of eBay, Homebase and The Range hosting website takeovers and running social media competitions across the First Cut Sunday spring weekend.

WORKING WITH TALENT

2023 was all about attracting a whole new audience new to gardening. We created a strategy of working with relatable creator talent alongside introducing #FirstCutFacts in the build-up to #FirstCutSunday, to educate the new Flymo audience on how to check their equipment, establish which lawn mower best suits their lawn and how to prep and mow their lawn for maximum results.

We chose to work with TV and social media star Joe Swash whose following is in excess of 2m and we knew was about to see a huge engagement spike due to his appearance on I’m A Celebrity during our campaign.

Alongside Joe, we worked with four social media influencers including interiors, home and travel account @hoppshouse, @theturnerhouseproject, a popular home account documenting the renovation of a 1930s semi, @daywithdad, a family man best known for his engaging home content and couple @house_proud_dads who both have a big passion for DIY/interiors and regularly document their garden.

#FIRSTCUTFACTS

For the build-up to First Cut Sunday, influencers shared #FirstCutFacts on their Instagram stories, introducing their followers to the campaign and seeding out helpful content to their audience to build brand trust.

Link sharing was made easy by utilising Instagram’s click through link sticker alongside stories posted on the day of First Cut Sunday, allowing for a seamless journey for those interested in purchasing product.

All influencer content was reshared to Flymo’s stories on the day, and Joe Swash content was used across Flymo’s Facebook & Instagram as a paid advert for the brand post campaign to build momentum.