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Just Add Ice® Orchids
Case Study

Background & Goals

Grown and supplied by Green Circle Growers, one of the largest greenhouse operations in the Midwest, Just Add Ice Orchids are breathtaking décor for the home or work space. Just Add Ice Orchids, including Phalaenopsis and mini orchids, are grown in an environmentally friendly fashion using highly efficient growing techniques, water conservation and sustainable heat source.

Just Add Ice Orchids, formerly known as My Easy Orchid, enjoyed steady sales to retailers such as grocery stores and home improvement stores, but struggled to communicate and engage with consumers beyond promoting its products. Therefore, the My Easy Orchid brand was highly unknown among consumers who did not previously purchase its products. Additionally, My Easy Orchid did not provide its customers a method for locating the product, thereby affecting demand generation. Plus, all branding and design details, including the company name, logo and website, required updating.

Just Add Ice Case Study

Strategy

Kuno Creative would begin by developing an entirely new brand with a fresh name, logo and website.
Once in place, Kuno Creative would:

  • Increase brand awareness and brand advocacy among consumers by implementing various
    content marketing tactics
  • Increase demand generation by creating a customized store locator to help consumers
    find products closest to them
  • Assist in aligning sales and marketing team communications and goals, all to increase sales

The Objectives

Rename and rebrand My Easy Orchid to communicate the simple care required of Green Circle Grower’s orchids.

Create content, including watering reminders, blogs and orchid care guides, to entertain and educate consumers, drive new leads and increase brand awareness.

Create engagement opportunities between the company and consumers with email marketing and between customers and leads with forums to educate and connect orchid consumers and drive brand advocacy.

Grow social media channels for further engagement and brand advocacy and increased opportunity to capture leads on the company website.

Drive demand generation by creating an on-site store locator to help consumers find orchids closest to them.

The Process 

Kuno Creative tackled the branding and brand awareness issues head-on. By researching the orchid and home décor industries, we developed a strategic brand identity that communicated the beauty and easy maintenance of Green Circle Growers’ orchids: Just Add Ice Orchids. The Just Add Ice Orchids brand encourages an innovative watering method of only three ice cubes per week, per plant, and is committed to introducing new ideas to the marketplace, continuously striving to best serve consumers and the environment.

Under its new name, Just Add Ice Orchids launched an entirely new website on the HubSpot platform. The new design is easy to navigate and features large images of beautiful Just Add Ice Orchids products. Kuno Creative optimized each webpage to include calls-to-action to capture leads.

A customized store locator was added to the new website, helping consumers find and purchase Just Add Ice Orchids products closest to them much more efficiently.

The Kuno Creative content marketing team produced a combination of videos and educational and entertaining ebooks, guides and downloads to target new potential consumers who visited the website and capture those visitors as leads.

Kuno Creative strategized new uses for Just Add Ice Orchids social media channels, which included sharing content and spurring overall engagement by holding contests, including the Simply Beautiful Fan Photo Contest with a Nikon D3100 camera and accessories grand prize. Kuno Creative also implemented Facebook advertising to complement organic reach.

Kuno Creative brainstormed new methods to align sales and marketing teams, effectively strategizing an annual consumer report. The Just Add Ice Orchids sales team defined survey questions used to create the consumer report, and the marketing team addressed concerns expressed by retailers and other consumers to develop overall strategy and email marketing communications.

Results

Just Add Ice Orchids sales grew 75 percent in just one year as a direct result of the new branding and website, store locator and content marketing.

The Just Add Ice Orchids Consumer Report indicates a majority of Just Add Ice Orchids consumers have two or more orchids – 55 percent have more than two orchids, and 20 percent have more than five orchids.

The Just Add Ice Orchids website experienced a 100 percent increase in visits in two years. There were more than 19,000 form conversions in one year alone.

Just Add Ice Orchids social media reach exploded – The Just Add Ice Orchids Facebook page grew from a couple hundred “Likes” to more than 26,000. The two-month Simply Beautiful Fan Photo Contest increased Facebook “Likes” by 121 percent.

“Your Personal Guide to Orchid Reblooming,” a Kuno Creative-produced download, experienced more than 5,700 conversions in four months, attributed to a quality email-marketing list combined with daily helpful social media engagement.

Impact

Before coming to Kuno Creative, My Easy Orchid’s marketing strategy focused on the company and its products rather than the needs of retailers and, ultimately, consumers. Rebranding My Easy Orchid as Just Add Ice Orchids was only a portion of the battle – to increase brand awareness and advocacy, thereby increasing sales, it is essential to create content worth converting on. Furthermore, to put the customer first, a company must provide and moderate digital communities to forge engagement opportunities to better understand its customers, their wants and their needs.

The Bottom Line

A trusting, collaborative relationship between Kuno Creative and Just Add Ice Orchids produced a comprehensive strategy of rebranding, content marketing and digital engagement to effectively drive demand generation and sales.

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