Exotica is an upscale plant and flower shop established in the 70s that mainly appeals to an older generation.

Most young people consider the brand a bit too out of reach and intimidating. We needed to engage with that target audience and rejuvenate our brand, with the goal of eventually increasing our sales.

We quickly realized that a lot of online content shared by millennials is related to pets.

This opened our eyes to the fact that millennials love pets: they love owning them, talking about them, and posting about them.

Since we sell plants, we decided to position plants as the new pets for millennials.

Millennials spend a lot of their time on social media, so we decided to reach out to them in their natural habitat. Our main channels of communication were Instagram and Facebook.

We knew that if we were going to make plants appealing to young people, we had to speak their language. That’s why our content was witty and fun, while being tailor-made to our chosen platform. Crucially, we wanted our campaign to clearly show the many joys of owning a plant.