Burpee engages millennials with #GardenGoals quiz

When it comes to the latest trends, young people have historically had their fingers on the pulse. But more and more in recent years, that finger is a thumb, and the thumb is green.

Gardening has grown increasingly popular among millennials, and Burpee saw an opportunity to tap into this blossoming market with an engaging campaign.

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Challenge

Burpee offers a broad range of novel and traditional vegetables, herbs, fruits, flowers, perennials, and quality gardening supplies.

Founded in 1876, they know from their experience that each gardener has individual goals and tastes, and no two gardens are alike. So when every garden is different, how do you connect aspiring gardeners (particularly younger gardeners) with the advice they need?

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‍“We were excited about a campaign where gardeners could take a fun quiz that grouped them  and served them a list of products to try. Our main target consumer for this was a younger, millennial-aged beginning gardener.” - Ashley Martino, Brand Manager

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To launch this campaign, Burpee needed a quiz plugin that provided the ease of use and potential for exciting creative their audience craved. They also sought a solution that could help with the execution of the quiz, connecting it with their website and email platform to drive traffic and sales.

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Solution

Burpee found that Digioh provided the features and flexibility their quiz campaign needed.

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“We really liked the analytics portion of the platform, and our designer found it very easy to create the look and feel of the quiz.”

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Through a series of working sessions and emails, Burpee and Digioh teamed up to launch the quiz.

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‍“We had many calls where the Digioh team walked us through their functionalities and answered questions. We appreciated their sense of urgency, response time to questions, and ability to ‘dumb things down’ for people who aren’t familiar with code”

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Burpee's quiz vision came to life, resulting in an engaging #GardenGoals quiz.

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Over a series of questions, quiz takers share their gardening experience, weather conditions, and other information, providing Burpee with the zero-party data needed to make a recommendation.

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At the end of the quiz, users get tailored recommendations for their ideal garden.

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Burpee's quiz then passes the results to their email platform, allowing them to send emails that nurture quiz takers into customers.

Digioh helped Burpee integrate their quiz with Listrak, passing both email addresses and quiz results to the platform. That way, after visitors take the quiz, they also receive an email with their quiz results and recommendations.

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With the data from the quiz in place, Burpee could better segment their email list, ensuring that all gardeners receive the most relevant content.

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‍“Eli and team were extremely helpful working back and forth with our team to ensure everything worked correctly!“

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Once launched, Burpee began promoting the quiz to their audience, where it proved popular.

Burpee sent dedicated emails to their database, posted the quiz on their social media feeds, and featured it in their social stories. They also hosted social media contests where quiz takers who commented with their results would enter a drawing to win their recommended garden and a consult with one of Burpee’s horticultural team members.

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Results

Within several weeks of launch, Burpee had received over 102,000 quiz submissions from 66,000 visits to their site driven by their quiz campaign. 

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‍“We loved how genuinely excited the team was for our quiz to go live so they could take it. It’s clear they love what they do!“

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Seeing the results of their Garden Goals quiz, Burpee is excited about the possibilities of interactive content, hoping to launch more quizzes in future campaigns.

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