People who have experienced the epidemic lockdown have realized how important the small garden that their parents take care of at home is, which can not only add vitality to the family, but also serve as vegetables at critical times.
Maybe you also want to have an area at home dedicated to growing flowers and vegetables, planting your favorite flowers and plants, and picking whatever vegetables you want to eat. The vegetables grown at home are pollution-free, delicious, fresh, nutritious, and safe in every bite.
It sounds a bit extravagant, but with enough space at home, suitable weather, and sufficient nutrients, how can busy urbanites have so much time and energy? For people with no gardening experience, growing vegetables at home can seem even more difficult. Gardyn, on the other hand, captures exactly that need.
Founded in 2012, Gardyn, an agritech company, has launched a vertical vegetable growing unit designed for interiors30 vegetables can be grown at once and the floor space is only 2 square feet. The user simply inserts the tube with the seeds into the device and the system automatically provides the light and water needed for the plant to grow.
In addition, Gardyn has applied AI technology to the design of the installation, using cameras, temperature and humidity sensors to analyze and optimize plant growth. Users can monitor the growth of plants by installing the app Kelby on their mobile phones, so that ordinary families can produce their own fruits and vegetables.
In April 2021, Gardyn announced the closing of a $10 million Series A funding round and achieved double-digit sequential growth in 2020.
Of course, there is no substitute for a real vegetable garden or garden, but the revolutionary Gardyn is undoubtedly the perfect replacement for anyone who wants to eat healthier at home and does not want to spend time in the outdoor garden.
After all, it has a low threshold, and even people who don't have the space, time, or ability to grow vegetables can enjoy a steady stream of fresh food all year round. Moreover, Gardyn's design is pleasing to the eye even at home, and people who spend all year in the steel jungle need to reconnect with nature.
Looking back at the history of Gardyn's brand, it has only been established for a short time, but it can quickly find the target users and tell the brand story, and Socialbook is also curious about how it can do it?
The rise of the Gardyn brand is based on the sudden rise of the intelligent indoor planting track.
From 2021 to 2026,The smart indoor garden system market size is expected to grow by 8$993.9 billion。Moreover, the market growth momentum is expected to continueThe compound annual growth rate (CAGR) is accelerating, and behind the amazing growth rate is that the market still has room for growth.
The global market for smart indoor garden systems is fragmented, with many small, large and medium-sized manufacturers still competing in the market by deploying growth strategies such as quality, technology, brand identity and distribution. Most of the large, well-known enterprises have an extensive sales and distribution network around the world, while most of the small businesses are concentrated in regional markets, and the market tends to be fiercely competitive.
regional market,North America will account for 41% of the market growth, and the United States is the key country for the North American smart indoor garden system market, with the growth rate leading Europe and South America
In the United States, users have stronger spending power, generally spacious home environments, and strong interest in home planting, so there is a growing demand for smart home garden watering systems based on the Internet of Things (IoT). Overseas businesses in related fields will not easily let go of this fertile ground for business.
Gardyn quickly entered a new growth cycle by providing high-quality solutions and telling their stories to consumers by responding to the demand for safe and fresh vegetables during the pandemic.
As mentioned above, Gardyn entered the market with a strong homogeneity but a limited audience, and in order to gain a position, the brand must have a unique advantage in positioning in order to form a qualitative gap with its competitors. Gardyn attracts loyal users because it does the following things right:
01 Save space and time
Most other systems require 4 square feet of growing space, and Gardyn has patented the technology behind Pre-Roll TechnologyThe vertical system's LED lights are carefully positioned to grow many other large, tall or vine plants indoors that the system can't accommodate, and you can even grow up to 30 large plants vertically in just 2 square feet, who can not be tempted by a bumper harvest if they only occupy half of the position?
gardyn
Other brands of smart planting devices.
Gardyn's hydroponic equipment can grow enough fruits and vegetables; Users who have already used it have reported that a family of three usually picks small dishes from Gardyn to meet their daily needs for several days. With Gardyn, you don't have to spend money on fresh produce that is prone to spoilage. Instead, fresh leafy greens can be picked from the garden as needed, and the plants will replenish themselves.
Unlike some small hydroponic systems, with gardyn you can grow vegetables of different sizes. It requires little to no maintenance other than germinating the seeds in the ycube and adding plant food and water once a week.
02 Carry out the green to the end
Gardyn implements the idea of green environmental protection in product design, and the plastic used is food grade and can be used as a plastic. The small cells used to hold the seed capsules on the product are officially called "ycubes" because they are cube-shaped and look like plasticBut it's actually made from corn and can be composted
Gardyn's products also consume less water during use than other systems on the marketBecause it is silently recirculated directly through the columns according to a set schedule, it uses 95% less water than conventional farming
The fruits and vegetables grown by yourself do not contain pesticides, and there is no disposable plastic packaging, so you can eat it with peace of mind and environmental protection.
03 A good helper for growing vegetables that urban novices can also master
Young people born and raised in the city. For growing grass and vegetables, it is often more interested than professional.
But why is Gardyn called AI Growing Vegetables? Even "green fingers" like you and me can pass itThe app that comes with the product - Kelby, easily get the joy and satisfaction of planting.
As the slogan on Gardyn's website says, "Even when you're on vacation, our smart assistant Kelby always takes care of the indoor garden."
InkelbySelect the plants you want to grow, plug them into Gardyn, and Gardyn's AI and personal gardening assistant, Kelby, will match them to the right growing conditions until they are fully mature. In other words, you grow up to 2 plants in just 30 square feet of space with GardynIn fact, all you need is power and Wi-Fi
As a new brand, the most important thing in the early stage of Gardyn is to find seed users, grow grass products, and tell the brand story. Therefore, the brand took the initiative to establish a community composed of core users, starting from the core users to break the circle.
For a new agritech brand like Gardyn,It is not enough to attract young users who are willing to try new technologies, but also to take into account the middle-aged generation who pay attention to the quality of life, so Instagram with a wide range of users and TikTok, which is a must-have for young people, are important marketing positions
Gardyn's ** content of cooperation with celebrities on social media also revolves around its three major advantages - that is, highlighting itConvenient, eco-friendly, and beginner-friendly。It's just a matter of choosing the right influencers to match the content and deliver it to the right audience. So, how does Gardyn get its products into the minds of users through influencer marketing?
Currently, Gardyn's Instagram account has 1360,000 followers. The content of the account mainly includes product introduction, user guide, green science popularization, real user feedback, and influencer cooperation**.
01 Instagram celebrities plant grass and minds
As a social platform with a larger user span, Instagram is very suitable for Gardyn who first needs to convert core users in the early stage。The brand's current strategy is to plant grass first, first in the minds of potential usersPlant the mind, so that ordinary people are attracted by the product and resonate with the life experience created by the celebrity
Lauren, the blogger of the HandmakesHome account, is a lifestyle sharing celebrity focusing on parenting and home, her account currently consists of 230,000 followers, and the account content includes daily life, parenting sharing, home inspiration and other fields, which is considered a comprehensive KOL, with a warm, wise, and friendly personal style that has attracted the attention of fans who have something in common with it. Combined with the tonality of his own content, it can be roughly judged that many fans are the same as the blogger himselfMiddle-class mothers are also concerned about family health and environmental issues, so they have a high degree of overlap with Gardyn's target users
In Lauren and Gardyn's collaboration, she is shown assembling the device by herself, with the two children in the middle also helping to participate in the planting. In **, she can complete the assembly, cleaning, and daily cultivation by herself, and the whole process fully highlights the productConvenience
At present, this ** has received 3818 likes, 138 comments, far more than Gardyn's other content performance, the comment area is basically a grass comments, and some people have further asked about the product**, purchase method, and specific use questions. This ** is also synchronized by the brand on TikTok, which shows that this grass planting is very effective. Gardyn uses Lauren to circle potential users and spark interest, which is the effect of choosing the right influencer.
In addition to waist bloggers like Lauren, Gardyn mainly collaborates with tonal matchesTail blogger, KOC
Maria Dantas, a tail blogger who loves cycling, pays attention to physical health, and loves nature, has a lot of labels on her body - in addition to cycling, she loves to travel, a dog lover, a model, and loves baking and food. That's itHer fan portraits are more complex and, of course, more extensive.
Gardyn posted that Maria is already a member of the brand's community, and also shared her feelings and the several vegetable plants that have been grown with Gardyn products. Directly show the planting results in front of the user, the high-value, environmentally friendly, and lush plants are very convincing, and it makes people want to place an order impulsively and grow the same style.
02 TikTok's secondary distribution of celebrities**, word-of-mouth fermentation
The brand's TikTok currently mainly distributes Instagram content, and at the same time, through the brand's eponymous hashtags, indoor planting, gardening and other hashtags, through the search field to reach potential users.
For new brands like Gardyn, if they want to acquire target users at a lower cost, they can also distribute influencers synchronously, but they need to match the appropriate influencer content according to the platform users.
After all, TikTok is now the new Google for young people abroad, and it is a habit to go to TikTok when you are undecided, so people who are interested in indoor planting will directly search for related topics on social media or search for brands directly.
These users already have a sense of active search and a stronger need for indoor plantingGardyn will carry numerous hashtags in each influencer** to acquire the target users. Purchased users and celebrities will also post their experiences and feelings under these labels, forming a "tap water" of brand reputation and helping new brands form potential energy.
Gardyn's social media celebrity marketing strategy, whether it is for brands in the same growth stage or for overseas merchants with similar tracks, is worth referencing
In the early stage, the brand should grasp the core users, and explain how the product solves the pain points by laying out celebrity content. For new brands and new tracks, we must first understand who our core users are? What are their need pain points? What are the core scenarios of the product? Specific to the marketing level, it is what content do they pay attention to and which KOLs do they watch? By identifying influencers and producing content, seed users can be quickly attracted and converted. Partnering with influencers is not only conducive to conversion, but also can quickly establish brand voice content for brands. Through Gardyn's strategy, it can be seen that if the team has limited energy and budget in the early stage, the new brand can also distribute the high-quality content on multiple platforms after finding the right influencer. Doing so can reduce some of the operating costs, but to continue to break the circle across platforms, you must continue to find influencers who match the characteristics of the platform and specific users.