Grow it Local
Grow It Local is a community-driven movement that scales local food growing by connecting everyday gardeners, schools, and councils through segmented digital campaigns, automated email nurture flows, and targeted social media outreach.
INDUSTRY: SUSTAINABLE GARDENING / COUNCIL PROGRAMS
The Challenge
Expand active community membership and drive paid e-commerce course enrollments while reducing customer acquisition costs (CPA) across diverse B2C and community audiences.
Key Actions
Campaign Management: Designed and launched the "No Dig Online Course" lead magnet.
Audience Targeting & Tuning: Managed Meta Advantage+ campaigns using strict audience exclusions (
adv+ minus paid members) to maximise new user prospecting.Creative Asset Production: Filmed, edited, and launched hook-driven video/static ads tailored to gardener confidence levels.
Trial Flow Optimisation: Built targeted conversion pathways to seamlessly transition free leads into 30-Day Paid Trial members.
The Impact
9,872 Leads Generated at a $1.23 CPL.
76% Reduction in CPA for 30-Day Trial memberships (dropped from $99.87 to $19.99).
1,380+ Paid Purchases & Subscriptions driven across core ad sets.
