Our Approach
Rather than approaching Bloom as a standalone event, we built a connected media strategy that combined Paid Social, Influencer Marketing and Digital Audio into one integrated customer journey.
Every channel had a clear role.
Influencer partnerships with respected names including Peter Dowdall, Leonie Cornelius, Diarmuid Gavin, Feebee Foran and Niall McCauley created authentic, educational content that resonated with gardening audiences. Rather than traditional promotional posts, creators shared practical advice, planting inspiration and genuine experiences from Bloom, helping build trust and credibility around the CountryLife brand.
Alongside this, we introduced a fresh creative approach across Paid Social, developing new campaign assets specifically around Bloom moments. Creative was continually refined throughout the campaign using live performance data, allowing the highest performing content to be amplified to the most relevant audiences.
For the first time, Digital Audio formed part of the campaign strategy. Premium podcast and streaming platforms extended the reach of Bloom beyond social media, ensuring Tirlán CountryLife remained front of mind during everyday listening moments while connecting with highly relevant gardening and home improvement audiences.
Performance was monitored throughout the campaign, allowing audiences, creative and investment to evolve in real time. By continually optimising the campaign as results came in, we maximised both engagement and commercial return.
