About The Garden has created an empire of green-thumb, succulent-smuggling, plant enthusiasts for their magazine all about 'local gardening advice for Australian gardens'. Since its first shoot with April Ford, About The Garden has turned their readers into followers and followers into a horticulture cult. It was social media - and the magazines engaged followers - that has made it such a success.
Digital advertising with the right targeting and fresh content fertilised the growth in online-traffic, subscriptions and campaign awareness. The plants themselves, striking and unusual, with their diversity lending itself well to Facebook and Instagram feeds. About The Garden capitalises on providing seasonal advice, relevant tips, products and a consistent two-way communication. Through this strategy, they were able to create a sense of belonging for consumers, putting the magazines focus on the plant society rather than the product. April Ford will continue to nurture this growth through social content and digital advertising.