Affected by the epidemic era, more and more people are keen to go out indoors and outdoors to embrace nature. According to research, compared with before the epidemic, the number of gardening participants in the United States has increased significantly, and the number of gardening enthusiasts has increased by nearly 10 million. The outdoor horticulture market has taken off a boom across the globe.
It is reported that during the period of 2021-2025, the global home and garden category is expected to maintain stable growth, of which the United States and Germany will become the largest home and garden markets in the market. It is reported that American gardening enthusiasts spend as much as 47.8 billion on garden supplies, and the average family spends about $503 on home gardening supplies.
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. 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. And there's one brand that captures that needIt isHome & Garden brandgardyn
In 2021, Gardyn announced the closing of a $10 million Series A funding round and achieved double-digit sequential growth in 2020.
What is the magic of Gardyn, a home gardening brand, that has been repeatedly favored by American capital and has grown rapidly in the foreign vertical farming market? Let's explore with Haima!
Founded in 2020, Gardyn focuses on the field of environmentally friendly organic planting, and the rise of Gardyn is based on the intelligent indoor planting track, and its core product is indoor soilless hydroponic device.
The unit can grow 30 varieties of vegetables at a time and covers an area of just 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.
Gardyn is still in the process of being designedAI technology is appliedto analyze and optimize plant growth with cameras, temperature and humidity sensors. 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. Currently, Gardyn offers more than 50 kinds of fruits, vegetables and flowers that can be planted, and users can also grow their own seeds.
The average consumer does not need to spend a lot of time, physical strength, and do not need to be an expert in this field to cultivate green, fresh, nutritious vegetables as well as flowers. And the design style of this system is in accordance with the design concept of furniture, placing indoor vegetables and planting vegetables at the same time as a potted green aesthetic.
Gardyn has broadened a new track in the flower industryIt has successfully made international capital pay attention to the potential of the integration of flower gardening and home decoration products, and use the vertical gardening equipment with great ornamental and practical use to plant flowers in the home decoration space, so that gardening can reach more family consumers.
Gardyn has developed an online community to provide an important window for individuals to share planting tips and healthy recipes, and the online community has attracted many users to come and share, which has generated a certain influence on the network and greatly increased the company's popularity.
With the advent of the social media era, for a new agricultural technology brand like Gardyn, it is necessary to attract young users who are willing to try new technology, but also to take into account the middle-aged generation who pay attention to the quality of life.
The vertical field not only avoids the fierce competition in the new market, but also attracts the attention of users and broadens the scope of the audience. Most of the main content posted by Gardyn is related to gardeningThe content presented is interesting, valuable, and appeals to the audience's preferences, inspiring a large number of users to interact, and further strengthening the brand**
1. instagram
Gardyn's Instagram account received 1380,000 subscriptions. The content of the account mainly includes product introduction, user guide, green science popularization, real user feedback, and cooperation with KOL influencers**.
As a social media platform with a large span of users, Instagram is very suitable for Gardyn who wants to focus on converting core users.
Gardyn's current strategy is to plant grass first, planting minds in the hearts of potential users, so that ordinary people are attracted to the product and resonate with the life experience created by the influencer.
2. facebook
Gardyn is updated on Facebook and Instagram, accumulating 510,000 subscriptions. The synchronous update of social media platforms can reduce the creative pressure of brands on the one hand, and expand more audiences on the other hand.
The content posted on Facebook mainly includes influencer unboxing, ingredient cooking, UGC content, planting tips, etc., which are interesting, useful, and in line with the preferences of the target audience, so Gardyn's posts have received high interaction and sharing.
Gardyn also takes a proactive approach to user comments, questions, and feedback, which has led to a stronger connection with fans, increasing user engagement and loyalty.
3. tiktok
Gardyn's TikTok account received 4,785 subscriptions. Gardyn is also currently distributing Instagram content on TikTok, and at the same time targeting potential users through hashtags such as the brand's eponymous topic, indoor planting, gardening, etc.
For a new brand like Gardyn, if you want to acquire target users at a lower cost, you can also distribute the ** that cooperates with KOL influencers synchronously to match the right audience according to the platform users.
TikTok has a large number of young users, these users already have a sense of active search, and the demand for indoor planting is stronger.
Purchased users and KOL Internet celebrities will also post their experiences and feelings under these tags, forming a "tap water" of brand reputation and helping Gardyn form an external momentum.
Gardyn's success lies in its ability to perceive the facts, to seize the moment, and to capitalize on consumer demand for safe, fresh vegetables, and to bring the ecosystem home. With a long-term vision and a unique vision, in the case of fierce competition in the industry, grasp the market opportunity and create a new track.
Through Gardyn's social media strategy, it can be seen that if a new brand has limited energy and budget in the early stage, it can also distribute high-quality content across multiple platforms after finding the right KOL influencer. This can reduce some of the operating costs and plan the next steps.
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