Envu Golf
With the launch of Resilia™ root health solution, Envu is asking golf course superintendents to look below ground at their roots instead of the plant above ground.
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Challenge
Launch a Product. Change Behavior.
The Envu Golf team realized some of the most problematic threats to a golf course’s playability, plant health and natural beauty actually begin underground. Root diseases are a frustrating reality, but their invisibility makes them seemingly impossible to prevent — until now.
In February 2023, Envu introduced a new product, Resilia™ root health solution, that preventatively safeguards roots from soilborne pathogens. Our goal was to help golf course superintendents turn the way they think about root health upside down so they could fully grasp the power of Resilia root health solution.
Why we love it
This campaign came to life across educational content, a teaser campaign and a launch activation at the Golf Course Superintendents Association of America (GCSAA) Conference and Trade Show.
Audience
From Reactive to Proactive
Golf course superintendents know that healthy turf starts with healthy roots. But when you can’t see what lies beneath the surface, you implement a maintenance strategy centered around treatment, not prevention.
To change behavior, we knew we needed to not only speak to golf course superintendents directly but also with other key decision influencers: area sales managers, distributor sales representatives and golf course industry media. We needed to create educational content that showed the importance of below-ground focus.
Campaign Idea
Get the Industry Talking
The launch campaign was designed to raise awareness of Resilia root health solution and challenge golf course superintendents to turn the way they think about root health upside down. Strategically launched at the largest and most influential trade show in the industry — GCSAA Conference and Trade Show — the campaign made a bold debut.
The campaign leveraged collaborations with industry publications, speaking engagements and post-show communications to maximize impact and editorial coverage, spotlighting Envu innovation in golf course management.
Results
Root Revolution
The Resilia root health solution campaign saw continuously rising awareness and consideration among golf course superintendents, from introduction to commercial launch and beyond. Educational content was hugely successful in priming the audience for launch across articles and video content.
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86,000
86,000
earned media impressions throughout the year
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157%
157%
increase in website engagement
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64,000
64,000
video views with a view rate of 67.4%