Overview
Energia Get Ireland Growing (GIG) was first launched in 2016 as a partnership between Energia and not-for-profit social enterprise Grow It Yourself (GIY). The partnership was aimed at promoting community food growing projects nationwide and to help power a more sustainable future in Ireland. In total Energia has supported 257 community groups with grants totalling €220,000.
In 2020 to align with Covid19 restrictions, GIG took a new strategic approach, encouraging self-sustainability and growing at home.
Approach
The first phase of the campaign was strategically shaped around providing the ideal solution during lockdown and driving registrations to win one of 1,000 GROWBoxes with all you need to start growing veggies at home. The email database developed through the registrations was used to send direct mail with tips to help people on their growing journey.
A very effective ambassador & influencer approach was used to drive awareness and registrations for the Energia GROWBoxes as well as authentically showing how simple and rewarding it is to grow your own.
Phase two of the campaign focused on community ‘seed libraries’ to encourage people in the neighbourhood to swap leftover seeds to create a wider variety of foods being grown. All while the activity was being supported through a digital educational strategy.
Results
Through a targeted digital PR approach Energia received over 30,000 registrations and over 126,000 webpage views within the first six-weeks of the campaign – hugely exceeding KPI targets. The campaign resulted in 88 pieces of media coverage – combined reach of 12,027,358 million.
