Countryside Greenhouse
A beloved local greenhouse didn’t need better plants - it needed better advertising.
My roles: Client research | Creative concepts, designs & iterations | Copywriting & script writing | Radio spot production | Video storyboards & compositing
Countryside Greenhouse had been part of the West Michigan community for decades. The in-store experience was memorable, and customers genuinely loved shopping there (seriously - check out their top fans on Facebook).
So, what was the problem? It wasn't the product – it was the advertising. For years they used the same ads on a rinse-and-repeat basis, cycling them season after season. When Countryside came in with a refreshed brand, it created the opportunity for a full marketing reset.
01. The Challenge
02. The Insights
One thing became immediately clear: generic garden-center advertising wouldn’t do this place justice. With six acres of greenery and something for every kind of plant lover, Countryside Greenhouse was a destination.
03. The Creative
The short seven-month greenhouse season demanded creative that moved quickly, was seasonal, and stayed fresh. To keep messages in front of eyes all season long, twenty-one distinct campaign themes were developed. Everything from Opening Day to Hanging Baskets was promoted, leaving no stone unturned.
New creative was developed from scratch, each theme using eye-catching colors and clever copy that felt as vibrant as walking into the greenhouse itself.
Awareness billboard, designed to feel vibrant like the in-store shopping experience
Social ad with supporting copy
Display & social iterations for seasonal products
Display & social iterations
Animated Logo Bumper
04. The Impact
The creative refresh didn’t just look good. It delivered. By the end of the season, the campaign had reached millions of people and consistently outperformed industry benchmarks.
The client saw:
65.6% decrease in CPM on Meta placements (YoY)
43.75% increase in CTR on display placements (YoY)
Highest grossing revenue day in history