Our work
easyplant: Planting The Seed on The it Plant
easyplant, a self-watering plant system designed to allow anyone to have a green thumb, was struggling to gain share of voice in a crowded space with veteran brands offering similar products. To establish the brand as a thought leader and trend predictor in the home and design space, Diffusion leaned into the brand’s minimalist look, striking pottery and on-trend color schemes to launch easyplant’s first ever Plant of The Year Report, positioning the brand as the go-to resource for the trending plant(s) to buy.
Insight & Idea
Diffusion ideated a comprehensive, attention-grabbing ‘Trends Report’ which served as the official announcement for the Dracaena Janet Craig Compacta as the hero plant of the year. Additional insights included the best lucky plants to buy and design ideas on where popular indoor plants should live within the home. The team conducted widespread media outreach around easyplant’s inaugural Plant of The Year report and drove media to the brand’s website, which featured the full report findings.
Impact & Action
The Report and subsequent Plant of the Year resulted in the team securing 20+ stories from top-tier outlets including Better Homes & Gardens, Domino, Apartment Therapy, Yahoo!, The Spruce, and Pure Wow. The Diffusion team leveraged the report to highlight the easyplant team’s expertise in the home and garden space, which resulted in commentary surrounding plant trends and how to care for indoor plants in outlets like Men’s Journal, Living Etc., Gardenista and House Beautiful, cementing the brand as a go-to resource for anyone from avid gardeners to those looking to ease into the home gardening space.
The Metrics
Diffusion’s efforts in securing thought leadership commentary and positioning the brand as a leader in the self-watering planting space not only resulted in over 10+ pubcation ‘firsts’ but also paved the way for easyplant’s first ever brick and mortar storefront opening.
