BUILDING A SOCIAL SYSTEM THAT GROWS WITH THE BRAND.
BUILDING A SOCIAL SYSTEM THAT GROWS WITH THE BRAND.
burpee case study
How The Social Bodega partnered with Burpee to create a recognizable,
repeatable social presence that keeps getting stronger with every season.
How The Social Bodega partnered with Burpee to create a recognizable,
repeatable social presence that keeps getting stronger with every season.
Burpee is one of the most trusted names in gardening,
helping generations of growers plant, nurture, and harvest from their own backyard.
With more than a century of horticultural expertise, Burpee offers seeds, plants, and gardening
resources that empower people to grow their own food, flowers, and connection to the land.
Burpee is one of the most trusted
names in gardening, helping generations
of growers plant, nurture, and harvest
from their own backyard.
With more than a century of horticultural expertise, Burpee offers seeds,
plants, and gardening resources that empower people to grow their own food, flowers, and connection to the land.
the
brand
the
brand
Burpee had a wealth of beautiful photography, product imagery, and educational content.
The opportunity was not creating new assets from scratch. It was building a system
that could bring consistency and clarity to how those assets showed up on social.
Burpee had a wealth of beautiful photography, product imagery, and educational content. The opportunity was not creating new assets from scratch.
It was building a system that could bring consistency and clarity to how those
assets showed up on social.
THE
CHALLENGE
THE
CHALLENGE
Create a feed that feels unmistakably Burpee,
Use existing brand assets more strategically,
Build creative that can scale across seasons and campaigns,
Make the social presence stronger with every round of content
Create a feed that feels unmistakably Burpee, Use existing brand assets more strategically, Build creative that can scale across seasons and campaigns,
Make the social presence stronger with every round of content
THE
GOAL
THE
GOAL
for burpee
for burpee
what we did
Turned existing assets into a stronger social presence
Turned existing
assets into a stronger social presence
Burpee already had a rich library of photography and brand elements.
Instead of reinventing the wheel, we partnered with their
team to make those assets work harder on social.
Burpee already had a rich library of photography and brand elements.
Instead of reinventing the wheel, we partnered with their team to make those assets work harder on social.
1
2
Made the feed feel
unmistakably Burpee
Made the feed feel
unmistakably Burpee
Typography, color, layout, and framing were intentionally designed so
posts stand out while still feeling grounded in Burpee’s heritage and expertise.
Typography, color, layout, and framing
were intentionally designed so posts stand
out while still feeling grounded in Burpee’s heritage and expertise.
3
We developed a set of layouts, visual treatments, and design rules that
ensure every post feels cohesive in the feed. Product highlights, seasonal stories,
and educational content all follow a consistent visual structure that
keeps the brand recognizable while allowing room for creativity.
We developed a set of layouts, visual treatments, and design rules that
ensure every post feels cohesive in the feed. Product highlights, seasonal stories,
and educational content all follow a consistent visual structure that
keeps the brand recognizable while allowing room for creativity.
Built a structured
design system for social
Collaborated closely
with the Burpee team
Collaborated closely
with the Burpee team
The work is deeply collaborative. We review posts together,
look at what elements resonate with the audience,
and refine the design system as we go.
The work is deeply collaborative.
We review posts together,
look at what elements resonate
with the audience, and refine
the design system as we go.
4
Made every round of
creative smarter than the last
Made every round
of creative smarter than the last
Because the system is structured, we can quickly learn what visual
elements perform best and build on them. Each round of posts benefits from
the insights of the one before it, making the creative stronger over time.
Because the system is structured, we can quickly learn what visual
elements perform best and build on them. Each round of posts benefits from the insights of the one before it, making the creative stronger over time.
5
1
2
3
4
5
Burpee’s social community grew by 127,848 followers,
expanding the brand’s reach while maintaining a consistent,
recognizable presence in the feed.
Burpee’s social community grew
by 127,848 followers,
expanding the brand’s reach while maintaining a consistent,
recognizable presence in the feed.
+21% audience growth
across Facebook
and Instagram
+21%
audience growth
across Facebook
and
Instagram
The same budget,
working a lot harder.
A cohesive,
recognizable
social presence
A cohesive,
recognizable
social presence
the RESULTS
the RESULTS
these were
Instead of one-off posts, Burpee now has a repeatable system
that evolves as we learn what resonates with their community.
Instead of one-off posts, Burpee now has a repeatable system
that evolves as we learn what resonates with their community.
Creative that improves
with every season
Creative that improves
with every season
By working closely with the Burpee team, we are able to refine and strengthen
the creative together, turning insights into better posts every round.
By working closely with the Burpee team, we are able to refine and strengthen
the creative together, turning insights into better posts every round.
A collaborative
creative process
A collab-
orative
creative process
TAKEAWAY
the
We did not start from scratch.
We started with what Burpee already had and
built a system that lets it shine.
With the right structure and close collaboration,
creative does not just fill the feed. It starts to take root.
And just like a good garden,
the results keep growing.
We did not start from scratch.
We started with what Burpee already had and built a system that lets it shine.
With the right structure and close collaboration, creative does not just fill the feed. It starts to take root.
And just like a good garden,
the results keep growing.
