We kicked off by partnering with Grand Designs Live, the UK’s biggest home-interest consumer event. We sponsored the gardens section of the show, creating the UK’s biggest ever tea party that hosted over 115,000 visitors. We took film highlights from this event to create content for the website which would improve our SEO rankings. In the run-up to the May national holiday, we ran a competition online to win themed garden party packs (with BBQ kits, tea party sets, hampers, games for the kids, and Cuprinol products thrown in). We placed our online ads encouraging entry to the competition in environments where our audience were looking for gardening content.And we partnered with Channel 4 creating the first ever “sponsored ad-break” on TV (featuring only garden related advertisers, with an intro and outro to the break from Curpinol). This ran exclusively in ‘Landscape Man’, Channel 4’s premiere gardening show.

Our sponsored ad-break held viewers’ attention – unlike a normal ad-break, ratings were consistent with no drop off across the break.Over 12,000 people entered our online competition – unprecedented for such a low-interest category.Following the campaign, spontaneous awareness went up by 37% YOY – the higher ever score for the brand since the brand-heath study began. Consideration was 20% higher and “would recommend” went up by 32%.Cuprinol website traffic increased by 16% year-on-year.And most importantly, our “garden party” activity led to an impressive increase in sales and share year-on-year, with volume up 20% over the all-important summer period.