The Client

Proven Winners is the #1 Plant Brand in the world, selling more than 150 million plants annually. Proven Winners searches the world for vibrant flowering annuals, perennials and shrubs that deliver the most beautiful garden performance. A portion of all sales support plant breeders and marketing efforts worldwide, creating more opportunities for new plants.

The Challenge

As a provider of high-quality plants for home and garden, Proven Winners is accustomed to the seasonal business cycle. The bulk of consumers will only plant during a four to six month window every year. While Green Monday, the second Monday of December, is a key shopping day for online retail, it falls far outside the peak sales season for Proven Winners. The challenge for Proven Winners and emfluence was to drive significant incremental sales of flowering annuals, perennials and shrubs during this historically slow buying cycle.

The Solution

Leveraging the emfluence Marketing Platform, emfluence and Proven Winners built a multi-touch campaign that included mention in Proven Winners’ email newsletter, daily countdown emails, sitewide banner notifications, and shopping cart upsell messaging. Gamification tactics were also used in the campaign to deliver rewards for increased purchase levels starting with a t-shirt or hat for a $125 purchase and ending with a Yeti cooler for a $600 purchase. This upsell tactic was designed to drive up average order value.

The Results

Promoting Green Monday for Proven Winners drove non-seasonal revenue and traffic to exceptional heights. Gamifying the purchase resulted in increases in average order value.

Total Online Sales Attributed to Campaign

  • 91% Conversion Rate
  • 264% Increase in Transactions
  • 284% Increase in Revenue
  • 6% Increase in Average Order Value

emfluence Marketing Platform Elements Used:

  • Automated and manual email sends
  • Landing pages


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