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Digital PR Case Study

toom Baumarkt

Digital PR Case Study
toom Baumarkt achieved over 20 clippings through its allotment garden campaign.
Quadrate
Quadrate

Germany’s Small Garden Comparison: toom Baumarkt landed in brand-relevant media through target group-specific topics.

With over 300 stores, toom is one of the leading providers in the German home improvement store industry. The goal of a digital PR campaign for toom was to optimize online visibility and thereby strengthen the toom brand. Specifically, toom aimed to receive organic backlinks in high-reach media outlets through relevant news topics. To achieve targeted topic placement in the media, the German small garden landscape was examined. Through a city comparison ranking, we were able to achieve numerous mentions in regional media and generate a total of over 20 clippings in topic-specific as well as general news outlets.

Client

toom Baumarkt GmbH

Industry

Home improvement store

Website

toom.de

Services

  • Idea Generation and Concept Development

  • Market Research

  • Content and Graphic Creation

  • Seeding 
  • Reporting und Monitoring 

The challenge

The challenge was to identify a topic that had news value, little media presence so far, and perfectly fit the client. In consultation with the client, we found such a topic that seamlessly fits into their profile and represents a real market gap. The choice fell on the allotment garden culture, a widespread topic in Germany with around 900,000 allotment gardens. The campaign was launched in spring, which additionally spoke for the topic, as it draws people outside to the blooming plants. However, the main reason for choosing this topic wasn’t seasonality, but the belief that the topic of allotment gardens, supported by the client, represents a relevant and previously underappreciated facet. After brainstorming and initial research with the digital PR team, we therefore decided on a city comparison that puts allotment gardens at the center of attention.

The solution

Germany’s Allotment Garden Comparison included the analysis of various factors in the 15 most populous cities. This involved evaluating the number of plots and associations, plot size and area, as well as lease fees. The results were summarized in a ranking, and a survey on the use of allotment gardens was conducted. Additionally, a landing page was designed to present the results in a visually appealing way. The creation of content and graphics was also part of the implementation. To better contextualize the examined content and increase credibility, an expert voice provided insights on the results and offers tips for beginners in allotment gardening.

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The implementation

At the center of the study was a comparison of allotment gardens across cities, which crowned Germany’s allotment garden capital: Dresden. Besides the city ranking, the focus was on storytelling: The study highlighted the extensive set of rules and long waiting times for an allotment garden, thus weaving a multifaceted story around the allotment garden culture. The seeding of the content took place on the nationwide Garden Day and reached both regional media like the Berliner Zeitung as well as industry-relevant outlets such as gardening magazines.

Landing page of the digital PR campaign

The results

In total, the allotment garden comparison achieved over 20 clippings with 12 backlinks in industry-relevant media such as MyHomebook, Taspo, or the magazine Obst und Garten (Fruit and Garden). Additionally, regional media from the respective cities, including the Berliner Zeitung, the online and print versions of the Berliner Morgenpost, and the Leipziger Zeitung, also published the study. The primary goal of generating backlinks was successfully implemented. The broad media coverage highlights the interest in and relevance of the topic of allotment gardens, making the campaign an effective tool for increasing visibility.

22

Clippings

12

Backlinks

1

Print clipping

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The campaign is known from

About toom

With more than 300 stores in its portfolio (toom Home Improvement Store, B1 Discount Home Improvement Store, and Klee Garden Center), around 18,000 employees, and gross sales of 3.1 billion euros, toom is one of the leading providers in the German home improvement store industry. The company belongs to the REWE Group. The cooperative REWE Group is one of the leading retail and tourism groups in Germany and Europe.

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