It's a little early to declare victory in the war for flower bulbs, but several battles have been won. Since launching Dig.Drop.Done to the trade in July and to consumers in August, campaign organizers have seen success on several fronts. From retailers to consumers to media, responses have been positive, strong and steady.

"The initial feedback is encouraging," said Woodbine President and CEO Peter Mitchell. "We attribute the early success to a combination of strong creative, an effective marketing and media strategy that reaches women in the context of their lives, and commitment to social engagement and media relations."

Bold and Beautiful

The bold, graphic, and kitschy campaign has struck a chord with the media and spurred a life of its own beyond traditional paid placements. Parenting Magazine gave Dig.Drop.Done a free spread in its "Celebrate the Season" book, and Shape Magazine invited the campaign to be a part of its 30th anniversary contest.

"People are responding to something fresh and atypical for the gardening industry," said Mitchell, "and our ads have received premium placement because of it."

Paid ads have garnered more than 101 million (adults 18+) impressions, and over 10.8 million impressions from value-added programs like contests and gratis placements. In fact, the media plan is delivering 2.7 Xs the value of the $1.9 million spend thanks in part to a smart media mix.

The crisp imagery and clear copy of the ad campaign also has caught the eye of garden retailers across the US and Canada, who have contacted Woodbine through dozens of phone calls and e-mail during the last few months. Responses have been very positive.

"Great ideas."

"I absolutely adore the Dig.Drop.Done campaign and Web site."

"Not only do I see these customers relating to the ease of 'Dig.Drop.Done', I can see them totally relating to the three women in this campaign as well."

"What a great resource for my customers and clients!"

Garden centers have embraced the campaign in their stores, incorporating Dig.Drop.Done and the ladies (Marcy, Juliana and Evelyn) into their point-of-sale displays and bulb packaging. For many businesses, the campaign comes at a time when the economy has pushed flower and garden lovers to become do-it-yourselfers.

One retailer took the campaign a step further and held a Dig.Drop.Done merchandising display contest between stores. One display entry was a Marcy, Juliana and Evelyn-inspired design.

Digital Success

The Dig.Drop.Done Web site was launched to the lawn and garden industry July 10 at the OFA trade show in Columbus, OH. Consumers caught a first glimpse of the site in August when magazines like Parenting and Real Simple hit the newsstands. Since then, 72,500 visits have been logged with nearly 159,000 page views. Both trade and consumer visits indicate strong engagement, with viewers spending an average time on the site of more than 1:20.

The campaign's social media and search engine strategies have produced perhaps the most impressive responses to date, with 12.5 million ad impressions in eight weeks from Google, Facebook, Twitter and gardening blogs.

But it's not only the ads that are ranking high in the social media world. Original content spread through outlets like Facebook and Twitter is getting noticed as well. Klout, a service that measures social media influence, ranks Dig.Drop.Done 54.64 (out of 100), indicating that the campaign's content is spread and discussed among a network of highly engaged users.

Editorial Asides

Canadian and US newspaper, magazine and blog editors, usually reserved on the topic of campaign materials, have been forthcoming about their response to Dig.Drop.Done. "It's been rewarding to see journalists speak openly about the campaign," said Mitchell. "We've had editors call to say they love the fresh take on gardening, and they are thrilled we're approaching a new generation."

Magazines and newspapers including Canadian Gardening, the Denver Post, the Vancouver Sun and the Miami Herald have run articles on the campaign, and regional ABC and FOX affiliates have covered it as well. "It's a great start," said Mitchell. "And there's more where that came from."

About Dig.Drop.Done
Dig.Drop.Done is a three-year, North American educational campaign to introduce flowering bulbs to a new generation of potential gardeners and demystify the bulb-growing process. Through a Web site, digital and print advertising, social media and public relations, the campaign will show women just how simple, beautiful and rewarding flowering bulbs can be. Dig.Drop.Done is sponsored by the Dig.Drop.Done Foundation (members of Holland’s Royal trade association for nursery stock and flower bulbs), the International Flower Bulb Centre and Scheepvaart Commissie (Dutch export reserve fund). www.DigDropDone.com.

About Woodbine
Founded in 1985, Woodbine is a Brand Revitalization agency in Winston-Salem, North Carolina. Woodbine develops creative marketing, advertising, public relations and digital solutions for clients such as the Dig.Drop.Done Foundation, Lowe’s Home Improvement; First Community Bank; Ekornes home furnishings; North State Communications; Lowe’s Foods; Burlington footwear; North Carolina Department of Health and Human Services, and Tanglewood Park. www.woodbine.com.