Greener Spaces, Better Places is a national campaign from Hort Innovation, Australia’s peak body for horticulture research and development. The campaign brings together growers, government, businesses and communities to make homes, streets and suburbs greener.
The Guild worked with South Pole and the Greener Spaces, Better Places campaign team to deliver ongoing content, social media, education-led video and paid social campaigns, supporting audience growth and engagement across digital channels.
Social content & channel management
We delivered a steady stream of social-first content designed to make plant knowledge accessible, practical and engaging.
Our role included:
Short-form video and educational content creation
Ongoing Instagram, Facebook and TikTok content management, copywriting, and community management
Adapting longer-form video into platform-native social assets
Content was designed to balance clarity and warmth, helping expert horticultural knowledge feel relevant to everyday audiences.
Paid strategy & performance
Alongside organic content, we managed paid social strategy and execution, supporting reach, consistency and audience growth, which was the client’s main KPI. Over a 90-day period, this combined approach delivered, in comparison to the prior 12 months of socials performance:
2.9M views (+177%)
29.5K content interactions (+477.1%)
40.4K link clicks (+1.4K%)
20.9K follows (+736.9%)
700% increase in follower growth compared to the previous year
Growth was driven by education-led short-form video, consistent publishing and paid amplification.
“The Guild have a sharp sense for how to harness the power of storytelling to produce creative content that not only fulfils the project brief, but is really meaningful. They make things that seem difficult very simple, and always have a great idea or suggestion to make you think differently.”
Meg San Miguel
Managing Consultant, Impact Communications, South Pole
Education-led video series: School of Thumb
Greener Spaces, Better Places commissioned this video series through South Pole, on behalf of Hort Innovation.
Working in partnership with South Pole, we produced a suite of short plant care videos as part of the School of Thumb learning series.
The videos:
Cover indoor plants, edibles, natives, succulents and cacti
Break down core care principles — light, water, soil, feeding and common mistakes
Are designed for YouTube, with consideration for in-store nursery activations
Use a light, practical tone to reduce barriers for beginners
The focus was on making plant care feel achievable, clear and unintimidating.
