Social Media
“Arora Online helped Garden day reach new heights with the #MyGardenMoves TikTok campaign in 2020. Our brand was one of only a few who achieved a full hashtag challenge page and a discover page banner in 2020. Arora Online approached the campaign with strong strategic considerations and carefully executed the campaign from start to finish with excellent results! They brought onboard & managed a wide range of powerful influencers, created video content showcasing the Kirstenbosch Gardens & Stodels staff participating in the dance challenge, and helped solidify the Garden Day brand on #PlantTikTok in South Africa.”
Clarisse Coetzee, Marketing & Event Manager
LET’S SHINE SOME LIGHT ON THE MATTER
One of the most rewarding gifts we can treat ourselves to is spending time in our green space. For example relaxing in the garden, courtyard, or with the pot plants in your apartment. This is exactly what Garden Day aims to do: invite people to celebrate their own green space for one day a year. It turns out, a whole new generation of budding, green-fingered horticulturists can be found on TikTok!
How could Garden Day meet these green-thumbed enthusiasts on the platform they love most? Garden Day is a massive online and offline event that spans Facebook, Twitter, Instagram, YouTube, and print media, with virtual workshops and gatherings. The Garden Day team knows who to work with. So in 2020 as they added TikTok to their digital portfolio, they brought in social media experts Arora Online to coordinate the TikTok strategy.
THE LIGHT BULB MOMENT
The collaboration with Arora Online began with conceptualising the TikTok campaign. A dance challenge was dreamt up. Choreographer and influencer Kelly Kikx crafted cool gardening-related moves (dig it? Make it rain!). Meanwhile, musicians DJ Prider and songstress Dionne Song lent their track “We are Wild” as the official proudly South African soundtrack to the campaign. Subsequently, the #MyGardenMoves TikTok challenge was born.
Next, Arora Online got over 25 influencers and celebs excited to share their own take on the #MyGardenMoves dance challenge. Some, like professional dancer Matthew Power had us stunned with their slick moves. While others, like comedians Suzelle DIY and Schalk Bezuidenhout had us chuckling at their spin. Kirstenbosch Botanical Gardens and the Stodels team impressed us with their group choreography, meanwhile celebrity Chef Siba Mtongana had us drooling! Of course, makeup artists Foyin Og and Slim Girl Supreme wowed us with their garden-inspired transformations.
YOU CAN’T MAKE LIGHT OF THESE TIKTOK STATS
The campaign results got us grooving too, with the official hashtag #MyGardenMoves trending on South African TikTok and receiving over 861,000 views. As a result, the influencers inspired over 480 TikTokkers to post their own challenge videos. The social audience loved the influencer’s videos so much that we saw a whopping 7.4% engagement rate with over 23,000 hearts (likes). Arora Online’s community management drove engagement with the campaign, resulting in over 922 comments from TikTokkers.
The best outcome? In summary, major hype and awareness of Garden Day! As a result, we got South Africans of all ages to spend time celebrating their own green space. Diarise 10 October 2021 to get involved in the next Garden Day. Arora Online is proud to be associated with a cause so blooming with positivity and was thrilled to play a critical role in its success on TikTok. If your brand is looking to connect with consumers on the fastest growing social media platform in the world, get in touch with Arora Online today.
