Improving your Plant Life Balance: A marketing update

Wednesday, 24 October 2018

Plant Life Balance (PLB) is the national consumer marketing campaign within the 202020 Vision Program, for the Australian nursery industry. Since its inception, PLB has aimed to raise awareness about the benefits of plants and to deliver a return on investment to levy payers by boosting the demand for green life.

As part of the campaign, an augmented reality greening app was developed for consumers – including the most novice of plant owners – to drive engagement online and across retailers. The mission was to widely spread the wellbeing benefits of ‘going green’, and to show how plants improve our surrounds.

To back these claims, the marketing team at Plant Life Balance worked with scientists from RMIT University and the University of Melbourne to determine the two biggest benefits of green life including how plants are good for: 1) air quality, and 2) our wellbeing.

The mobile app allows consumers to style their space, and also rate their existing ‘plant life balance’; whilst looking at a range of curated plant looks. The looks are designed to inspire consumers to put more greenery in their homes, and select the right species to create the look.

Example: The ‘Fantastic Feasts’ look

Most recently, the app has been updated to improve the user experience including:

  • Ability to style using an existing image from your camera roll
  • Ability to save styled images to your phone
  • Added option to share image via all platforms (social, whatsapp, email etc.)
  • And the nursery finder map functionality – which has been added directly into the app experience.

The nursery finder functionality takes Plant Life Balance from digital to a real in-store experience. It is a new feature, enabling consumers to search for a PLB accredited retail nursery near them. For nurseries who are not accredited, simply follow the steps and complete here.

Over the next few months, the team from Plant Life Balance will be releasing brand new plant looks that branch out of homes, and look at incorporating plants into lifestyles. These looks will educate consumers about how to deck out any space and reap the benefits of green life.

These updates and future developments to Plant Life Balance marketing initiative, aims to strengthen the voice of the nursery industry; increase engagement with consumers, and to provide a platform to promote all things green; helping even the most beginner plant lover become a green guru!

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