Industry
Landscaping
My responsibilities
GreenBlue Urban helps create sustainable urban landscapes for future generations by providing green infrastructure solutions to landscape architects, urban designers, civil engineers, and contractors. For the past 30 years, GreenBlue has been seen as the industry leader in providing solutions that enable trees to thrive in urban areas.
Although the industry leader in urban tree planting, GreenBlue faces pressure from increased competition, both in the UK and overseas. This, combined with the public perception of plastic, has created a challenge in the specification market, with some landscape architects choosing to use more natural methods of planting – albeit with signficant impact on urban tree mortality.
With this in mind, we took a look at the strengths that GreenBlue has over its competition – 100% recycled material, manufactured in the UK.
A campaign was devised, centered around the idea of the ‘GreenBlue Circular Economy’, with RootSpace, its core product, at the very center. This campaign ran across multiple channels for the first quarter of 2023, with resounding success.
To communicate this in a coherent manor, a circular economy graphic was devised, using photos from the five key stages: Recyling, Manufacturing, Distribution, Final Use, Re-Use. This graphic formed the core identity of the campaign, which was used across all platforms, from social through to print advertising.
The campaign also aimed to increase social engagement, with a direct focus on LinkedIn. In support of this, a number of videos where also devised, all leading to a final video centered around the circular economy.
The campaigns aim was to adjust the perception of plastic and the products final use – playing to the strengths of the product, but also focussing on the final use and the long-term canopy cover achieved.
Through a series of educational blogs, social posts, and targetted messaging to key personas, engagement during this period increased on LinkedIn by 230%, and followers saw a significant increase, from 10,000 to over 15,000 – a large number can be attributed to the #WOWWednesday photo, designed to have immediate impact and grab attention.
Tackling public perception on plastics still remains an important topic, and as such, GreenBlue often reffer to this campaign and its visual identity in itss current marketing.
