Rewilding the Irish landscape with Keeling’s wildflower seeds

Seed packs redeemed

Million views on social

Competition entries

Services provided

Strategy, Content Operations, Content Managed Systems

The challenge

As part of their ongoing drive to increase biodiversity across Ireland, Keeling’s engaged 256 to spread their Great Rewilding message and seeds across the country during a period of challenging economic conditions for both the brand, and consumers alike. 

What we did

Knowing that social media would be an engaging platform for Keeling’s Great Rewilding campaign, we created a suite of video assets for Instagram and Facebook. The main campaign video was viewed 396,073 times and resharing the post to stories reached almost 13,000 accounts. 

Using Keeling’s email list of 51,034 subscribers, we ran an email campaign that had on average, open rates of 27.86%, 8.6% higher than the industry average and a CTR of 2.91%, 1.78% higher than the industry norm. Giving people the choice to opt-in to the Keeling’s newsletter when redeeming seeds grew the list by 6,948 subscribers, a growth of 11.98%. 

Analysing the data post-campaign, we’ve suggested updates to the strategy for 2023 to target the time of day that most packs were redeemed, the most popular platforms and devices used and how to better engage with the audience. 

How it looks