Growing an audience.
Harvesting big wins.
Seeds the Day!
The Seeds ‘N Such brand is about so much more than just offering high quality seeds at a great price—they have a vision to become the go-to resource for both novice and amateur gardeners; an abundant educational platform helping people on their yearly journey from planting to harvest. They’re not only a great company run by great people, they also care deeply about their customers’ gardening success.
Much like their customers, Seeds 'N Such was ready to grow when they asked us to tackle their brand awareness campaign. With a goal to significantly increase website traffic, they needed a digital campaign and marketing strategy that would keep them top-of-mind come purchasing season, and create more market share, particularly among younger, up-and-coming gardeners; not to mention the approximately 16 million new gardeners that emerged during and after the pandemic.
Agency Services
Marketing Strategy
Campaign Development
Media Buying
Digital Marketing
It’s Grow Time.
Our primary campaign message is encapsulated by "Seeds the Day!", a rallying cry to and for all gardeners, from novice to expert, that they can cultivate great things in their gardens. Visuals and messaging evoke tones of authenticity, trustworthiness and a caring attitude towards customers' success, and of course, that Seeds 'N Such carries the highest quality seeds at an achievable cost. The campaign also reinforces the culture of openness and welcoming that Seeds is creating around gardening, especially towards newbies.
Leaf it to us.
Our strategic multimedia campaign, deploying a variety of tactics including email, display ads and organic and paid social, has seen resounding success since its launch. In conjunction with Seeds 'N Such's hard work to implement strategic pricing adjustments and increase their product offerings, the Seeds the Day campaign tripled revenue from previous years during the month of November alone.
The Strategy
Competition in the seeds industry is fierce; several competitors have a well-established online presence and loyal fan bases. However, Seeds 'n Such was poised to take a leadership role in the market. We helped them proactively get in front of their audiences, clearly articulate their key differentiators and stay top-of-mind to win sales at the moment customers were ready to purchase.
Through a mixed-media strategy, with paid tactics including social, search, programmatic display and native ads, and owned media channels such as email and organic social media, the campaign launched in the Fall of 2022 (with a year-long planned flight time), to stellar results.
“Wier/Stewart has done an incredible job in helping us grow our business. From sprucing up our social media content to harvesting a community amongst our customers, we've been so impressed with them every step of the way. And they're enjoyable to work with, too! There's never a dill moment.”
— Taylor Spears / Office Manager, Seeds ‘N Such
Paid Media Results
Nearly 54 million impressions (range: November 2022–April 2023)
Seeds’ Facebook and Instagram click-thru rate is close to double the benchmark for the home and garden category overall
We've expanded Seeds’ paid media channels to increase overall brand awareness, and to help fill the sales funnel to encourage conversions throughout the year. New tactics include:
YouTube
Pinterest
TikTok
display ads and native ads
From November 2022 thru April 2023, site visits were up an average of 18% year-over-year.
Annie Frost / Senior Integrated Media Strategist
“Working with the team from Seeds 'n Such as been an absolute pleasure! For their campaign this year we've utilized a mix of digital media tactics including programmatic display and native advertising, a smattering of social media platforms, search ads and shopping ads to help introduce the brand to new audiences across the country as well as nurture existing customers. I think the results speak for themselves and I'm excited to see how Seeds 'n Such continues to bloom in the seeds space for years to come.”
Email Marketing Results
Comparing the six-month period of November 2021–April 2022, to November 2022–April 2023:
Increased email-attributed revenue by 200.85%
Increased email open rate average by 13%
Increased email-attributed orders by 162%
Increased new subscribers by 95%
Adam Wadding / Digital Marketing Strategist
“Implementing our email marketing strategy for Seeds 'n Such has been both incredibly fun and successful. We've seen impressive growth in customer engagement, resulting in a bushel of engaged subscribers, increased sales and a thriving & loyal online community.”
The Takeaway
Unbe-leaf-able results.
We gotta say.
“It’s been such a joy to work with the Seeds n’ Such team and see their following, engagement and sales continue to grow. Looking forward to each new season of our partnership.”
— Sarah Maffetone / Account Manager
“Creating a rallying cry for gardeners everywhere was satisfying in itself, let alone seeing the great results we’ve been able to achieve for Seeds ‘n Such. This campaign was a fun one to write and design, and even more so knowing it’s been effective at reaching big goals.”