Belgrade Botanical Garden
Rejuvenating the garden
Creative direction, Photo & Video, Digital
Year
2022 – 2024
Project Manager
Nađa Subakov
Designer
Miloš Kozlovački
Valentina Brković
Lazar Rajković
The Jevremovac Botanical Garden in Belgrade got a fresh new management team towards the end of 2021, and they were all about shaking things up and breathing new life into the place. Digitally invisible, this place was slowly falling off the radar for folks in Belgrade and the public eye in general. Meanwhile, behind the 100 year old fence stood a playground for enthusiasts.
That’s how we became the content creators and took on the creative production, communication, and digital marketing side of things. Mission: remind everyone about the significance and history of this hidden gem, and its natural, scientific and cultural importance. On Instagram, we launched the #baštazasve campaign, covering a range of activities targeting different demographics. Visibility was boosted along with the glow up - we developed a short brandbook, a fresh new color palette, fonts and a set of brand rules.
Working with minimum resources meant that we would rely on UGC for Insta stories, and invest most of them into curating the gallery. Eye catching images and real-time content turned out really good in terms of engagement. Garden’s staff was encouraged to show up on social media, becoming the faces of the institution. Along the road came up innovative approaches for more narrow TGs, such as curated Spotify playlists and evening tours with prosecco, which were a part of the overall image campaign. Spring 2023 was reserved for the first ever BBJ merch. Fresh and vibey set of souvenirs included badges, magnets, bookmarkers, notebooks, tote bags and more, designed by Valentina Brković.
No specific KPI’s were set, however, we do like to mention a few figures:
- During the first 10 months, we gained over 7K followers on Instagram. Organically.
- By early 2024, we tripled this number.
- Attendance peaked – the venue was sold out several times and occasionally it
runs at full capacity. - Over a 1000 pieces of souvenirs were sold (out).
