With a busy national marketing calendar usually filled with gardening trade shows and press events, the pandemic meant that all carefully laid 2020 marketing plans had to be scrapped.

With real life events cancelled and so much changing in the world, the O team worked quickly with Flymo to develop a new digital PR strategy, one which aimed to inspire families to get outside, love their gardens and to learn to grow their own plants and vegetables.

We secured a brand collaboration with family influencer Skinny Jean Gardener, to support our digital-first PR activation. Over the Easter holidays, Skinny Jean Gardener took over Flymo’s Facebook page every morning to encourage families to get gardening while socially distancing, sharing gardening guides and daily videos and podcasts.

The campaign to ‘inspire families’ was a huge success, reaching over 1 million families online, including celebrity chef Jamie Oliver. Social engagement went up over 1000% across channels during the lockdown.