Video for every question a garden centre gets

Not all video does the same job, so the work splits across three layers. HERO covers the big campaigns that put Intratuin in the spotlight and are built to attract attention.

HUB is the content that draws the audience in and gives them a reason to come back. HYGIENE is what is always quickly available and matches what the audience is already interested in.

A content calendar maps what runs where and when. Under the three layers sit the formats: seasonal campaigns, video series like Tuin Tips, and DIY films. Each format carries several series of its own, promoted through online campaigns.

The mix is a decision. Garden trends and product films do the inspiring, and how-to videos do the explaining.

Intratuin sells across the Netherlands, Belgium and Germany and has an enormous assortment, so there is no shortage of either. livewall and Intratuin develop new formats together rather than working from a brief.

After five years the archive is substantial. The HERO Christmas campaigns of 2019 and 2020, a run of HUB formats, and the HYGIENE series on YouTube.

The autumn campaign shows the thinking. Plant something in autumn and the payoff arrives in spring. A run of videos showed what to plant now and how to prepare the ground properly.