CAMPAIGN / SOCIAL / EMAIL / CONTENT

Boonies Boots & Blooms

A spring campaign for Boonies, the NZ gumboot and outdoor footwear brand from Mount Maunganui. Buy a pair of boots, get a free limited-edition packet of wildflower seeds from Kings Seeds.

The idea

Spring is when people head back out into the garden, and Boonies are built for exactly that. Boots & Blooms tied the two together: a gift with purchase that gets people planting, with only 150 seed packets made, so there was a real reason to buy now.

What I did

• Came up with the Boots & Blooms concept and ran the campaign end to end

• Partnered with Kings Seeds on a limited run of 150 wildflower seed packets

• Planned and shot the campaign video with Glen from Boonies

• Built two Shopify landing pages: one for the campaign and one for growing the seeds

• Designed the printed insert card that goes in with every pair

• Wrote the social content and email campaign for launch on 1 September

• Gifted a pair of Rosie Lows to gardening creator @jennagardens for a collab reel and spring growth updates

• Lined up a Kings Seeds "Partners in Gardening" giveaway to keep the campaign going in October

The result

Sales of women's boots were up 56% in the first month of the campaign.