A startup co-branding marketing campaign with America’s largest homebuilder
Plantd is a venture-backed startup developing sustainable grass-based alternatives to wooden construction materials. In June 2023, Plantd announced to the public that the startup company is partnering with D.R. Horton to build over 1,000 prototype homes in North Carolina.
DATE
June 2023
LOCATION
Durham, NC
CLIENT
Plantd
CATEGORY
Social Media
Together with D.R. Horton, we are leading a movement toward structural building materials made of grass instead of trees.
D.R. Horton to build homes out of rapidly regenerative grass
This collaboration announcement coincided with a social media campaign that aimed to introduce the Plantd brand to new builders . The campaign culminated in a marketing video release, titled “Build with Plantd”. targeting other tract homebuilders in the Southeastern region of the United States.
I created new video and photo marketing assets to roll out as a multimedia marketing campaign, powered by a public relations push to obtain valuable industry-related press that could boost Plantd’s relevance to new audiences.
These posts and assets were picked up by two major construction and design publications, Dezeen and ProBuilder, increasing Plantd’s exposure to builders everywhere.
Why D.R. Horton?
Additionally, eco-friendly building materials made of regenerative or recycled materials are too expensive to build standard single-family homes with. By partnering with D.R. Horton to build homes, we create an image that sustainably-built homes can be purchased by everyday Americans.
Tract single-family homebuilders are not known for creating high quality and sustainable homes. Instead, their core brand competencies rely on their ability to promote housing affordability.
Campaign Impact
The campaign made its way to LinkedIn, in form of 10 posts spanning across June and July. These posts featured video, photo assets, and a press release from Plantd and D.R. Horton.
On LinkedIn, these posts performed quite well:
- 32,000 Impressions
- 992 Likes
- 111 reposts
This campaign created buzz and authority for Plantd that allowed the company to facilitate early conversations with homebuilders all over North America.
