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Name

The Next Enemy Plants

Advertised product

EINHELL

idea

BACKGROUND Since ever, Spring is gardening season. On social media, gardening aficionados look for information and the best tools with which to tend to their garden. PROBLEM Unfortunately, HATERS infesting the great garden of the web and annoy the Garden Lovers. In this way the social media becoming as a sounding board for their hateful comments and make all interest wither away, even in Einhell's products. A.I.DEA With a Community Management operation, we unearthed the comments posted by Haters and, thanks to the speed of Artificial Intelligence, we turned them into weeds in real-time. Hundreds of weeds were created, each with a name and description related to the hater's comment. The weeds were then eradicated ironically by the users' reactions and the web is back to being a lush garden.