Gardena
Holistic communications strategy and execution for a premium gardening lifestyle brand
Beyond their innovative products, GARDENA has established itself as a trusted companion for gardeners, providing expertise and inspiration to help create thriving outdoor sanctuaries. GARDENA had been utilising various specialist agencies to run their marketing and communications in the Netherlands and Belgium. They were looking for a full-service agency to unify their efforts and capitalise on a more holistic strategy.
Seamless blend of strategy and creativity
Bright8 was chosen for its ability to seamlessly blend strategy and creativity, as well as deliver in-house tactics like PR and content in multiple languages and markets. We developed a comprehensive approach to elevate GARDENA’s presence in both trade and lifestyle sectors. We aligned GARDENA’s brand purpose of helping people achieve a higher quality of life through gardening with messaging that focuses on lifestyle, sustainability, and product versatility.
Our approach moved away from a narrow product-centric focus, embracing the broader values GARDENA represents—creating lasting connections with audiences. By communicating the brand’s values and premium offerings in a way that resonates deeply with consumers and trade partners alike, we’ve positioned GARDENA as more than just a product manufacturer.
Multi-channel execution
To reach both media and consumers, we developed a strategy incorporating earned and owned media across the Netherlands and Belgium. We proactively reach out to key B2B and B2C gardening and lifestyle media, building strong relationships and securing coverage through engaging storytelling, including seasonal gardening tips, sustainability themes, and press events.
Our team identifies relevant influencers across both countries to create authentic content and drive engagement with gardening enthusiasts. This increases visibility for the GARDENA brand within their target markets. We also create monthly social media content designed to engage the GARDENA community on platforms like Instagram and Facebook, crafting posts that resonate with the brand’s premium, sustainable image while managing the online community to foster engagement and brand loyalty.
A trusted partnership
Bright8’s integration of strategy and creativity, paired with our in-house capabilities, allows us to execute a cohesive campaign that leverages both traditional and modern marketing channels. We are GARDENA’s trusted partner, coordinating several aspects of their communications strategy—from content creation to media outreach and influencer collaboration. Our holistic approach ensures consistency across all touchpoints, strengthening GARDENA’s position as a premium lifestyle brand in the gardening space.
