With successful growth in the B2B channel, Dos Gringos (a chief grower and distributer of high quality sunflowers to brick-and-mortar and online retailers in the U.S.) was ready to build a B2C business. The objective being to spark more passion for all things sunflowers while creating an additional stream of direct revenue. The challenge was two-fold. First, in an overly saturated D2C flower industry, the profusion of choice had become all at once engaging yet overwhelming. Second, Dos Gringos needed to prioritize its core b-b business while launching a D2C model.
WHAT WE DID
Tapping consumer insights and rooted in competitive context, BrandJuice fueled the Sun.Flowers brand development with a compelling new strategy, visual ID and website that engaged the strategic target both from content storytelling perspectives and merchandise. BrandJuice differentiated the Sun.Flowers brand by creating a content heavy site, designed to emulate a digital magazine. Continually evolving unique content aided in driving increased visits to the site and prolonged user sessions.
Sun.Flowers brand awareness spanned both brick-and-mortar and digital spheres, increasing conversation around the category at large. A pervasive influencer strategy reached over 266,000 consumers on Instagram, and an additional 1.5 million users on Facebook through targeted promotional campaigns. Ultimately the new brand enabled Dos Gringos to achieve it’s most profitable year-to-date through D2C sales. Simultaneously, Sun.Flowers supported partnership growth in the retail channel, increasing the numbers of SKUs being sold into retailers.