How Proven Winners Hit a Milestone in Consumer Impressions in 2018
In 2018, Proven Winners set a goal of delivering one billion consumer impressions in 2018, and developed a broad-reaching marketing campaign to make this happen. All major social media channels were covered in addition to Google advertising, Pandora internet radio, billboards, e-newsletters, and several print advertising pieces. Consumers who had never been exposed to the brand were reached, in addition to the loyal following the brand has worked to build.
To kick off 2019, Proven Winners announced they not only met, but doubled, their goal by delivering two billion consumer impressions in 2018. Funding for the campaign came from the marketing funds that are collected from the sale of Proven Winners plants, which are wholly reinvested in marketing.
“We are constantly seeking creative new ways to reach consumers and deliver our brand message,” says Marshall Dirks, Director of Marketing and Public Relations at Proven Winners. “We want to meet them where they live —in online communities, on their daily commute, on the radio, and at their mailbox — to help them integrate flowers and plants into their everyday lives.”
More than 257 million impressions were gained for the brand on Facebook, Pinterest, Instagram, and Twitter in 2018, while digital ads were viewed by nearly one billion consumers.
Brand exposure is critical in building retailers’ success. These impressions serve as reminders and motivation for consumers who are looking to buy Proven Winners plants and products at their local garden centers and through online retailers. Though the campaign runs all year, it is most heavily weighted during peak selling seasons to help move product when store traffic is high.
“The tireless efforts of our dedicated breeders, growers, and retail partners who are constantly striving to offer customers solutions that work are an enormous part of what makes our brand successful,” Dirks says. “We are doing everything possible to support them, and are confident our two billion impressions consumer campaign will support their efforts.”