Conversations in green form basis for powerful A. Vogel campaign

In the serene and sprawling gardens of A.Vogel, nestled on the Veluwe, a unique opportunity arose to highlight the power of natural self-care. A.Vogel wanted to reposition their products, often wrongly associated with homeopathy, by making it clear how people can benefit from the power of natural self-care remedies from their own gardens. DPG Media therefore developed a strong campaign aimed at women aged 30 to 60. By inviting them to candid conversations amid nature, powerful content was created in which the effects of A.Vogels products were confirmed by the users themselves. This campaign not only led to an increase in brand awareness, but also strengthened positive associations with the brand. Want to know more? Then read on quickly!

The power of self-care remedies from our own gardens

There is a well-kept secret in the Veluwe region, which, considering its size of a whopping 14 acres, is pretty miraculous. We are talking about the gardens of A.Vogel, where a large proportion of the ingredients for their products are grown with nothing but care. By the way: as far as A.Vogel is concerned, this place is anything but secret, everyone is welcome to see, feel, smell and taste with their own eyes what pure plant power does to you.

And that it actually does something to you is something A.Vogel wanted to make clear as part of the lettered campaign. Many people wrongly associate the brand with homeopathy or something you have to 'believe' in. To make clear how people can benefit from the power of natural self-care products from their own gardens, DPG Media was asked to develop a campaign that, in addition to increasing awareness of the gardens, would also increase brand preference and purchase intention.

A logical sum

Who else but the various target groups themselves can confirm that they experience the effects of A.Vogel's remedies as positive? And where better to do that than in the midst of the flowering plants themselves?
So we chose to engage in a conversation with readers of Margriet, Libelle and Flair about common discomforts (such as skin problems and menopause-related complaints) and how they deal with them (in line with the target group of women aged 30-60).

We integrated the call for readers to sign up for this 'mini-event' into the spring flight, in which we positioned the gardens as a wonderful getaway to escape your hectic life for a while, with, for example, a tea tasting from our own gardens, guided tours and a nice relaxing walk along the 'barefoot path'. Thus, this flight worked both as an appeal for our 'user generated content' campaign as well as for awareness of the gardens.

Shortly before the summer, we brought together a select group of readers of the 3 titles mentioned, and processed the conversations and experiences into content appropriate to the 'Skin' and 'Menopause' themes (for which A.Vogel of course has appropriate products to offer) that we published throughout the summer and into the fall. The age differences created a fresh dynamic in which experiences were exchanged with much genuine interest.

The resulting beautiful content was bundled on a (title independent) campaign site on the network of DPG Media, which avoided fragmentation across the titles involved, and gave us even more visual freedom to convey the (brand) experience. Stories of experience and product information complemented each other in a natural way. Using contextual and sociodemographic targeting, we found the target group across the network and brought them to our campaign site.

The content generated by this campaign was, above expectations, widely and well read: the number of landings was above average at index 122, the reading time was even index 230 higher.

This resulted in positive qualitative effects, according to an exposed/unexposed measurement conducted by DVJ insights:

• the positive associations around the brand increased (ix. 121) and the positive attitude toward the brand was also higher among the exposed group (ix. 131)

• the aided brand awareness was also higher among the exposed group (ix. 107)

• the exposed group is more aware that A.Vogel products are mostly from their own gardens (ix. 117)

• the exposed group is more convinced of the quality of A.Vogel's products (ix. 120) and they were therefore perceived as more effective by the exposed group (ix. 129)

• the exposed group is more likely to indicate a desire to visit the gardens

• and the purchase intention is even ix. 329 higher, even if you zoom in on the group that does not yet buy the brand, you see a significant increase in this.

Note: all increases mentioned above are significant and therefore attributable to exposure with the campaign.
In summary, we can say that with this campaign we have succeeded in realizing the various goals in an efficient way, by letting the target groups themselves convince the potential buyers of what pure plant power does to you.