Overview
Energia have partnered with GIY since 2016. This year the partnership aimed to build on the success of the 2020 campaign. Results from a recent survey indicated that for the first time in 13 years, litter had become an increasingly important issue in Ireland since people had been forced to socialise outdoors following the ongoing pandemic.
Approach
Over the 4-week period, we executed an extensive media relations strategy consisting of two key PR touchpoints. First, highlighting the giveaway of the 1,000 FREE GrowBoxes and the announcement of this first ever national Get Ireland Growing Day (GIG) on June 19th and the Grow Cup activation, followed by regional media outreach, detailing stories of the Community Grow Group winners. We partnered with leading national radio station Today FM, and TV show, Ireland AM. For organic engagement, we issued 20 GROWBoxes to a selection of Influencers, within the target market. Ahead of Get Ireland Growing Day we released an interactive map of Ireland across all social channels to show where in Ireland people could collect their free seeds from on Get Ireland Growing Day. This Grow Cup activation also included a social competition whereby, the best coffee cup picture on GIG Day won a €500 cash voucher. We also secured four influencer partnerships and an ambassador partnership.
Results
Through a targeted digital PR approach, the campaign resulted in 58 pieces of media coverage – with a combined reach of 4,900,054 million. Energia’s sponsorship impact score increased from 58 in 2020 to 67 in 2021. *
*as independently evaluated by The Brand Fans
