Miracle-Gro
Growing with
the Gardening Crowd
A lil' bit about what was happening...
Gardening became a pastime for many during the pandemic (and continued to grow over time), but as new gardeners entered the market, cheaper alternatives emerged that promised the same results as Miracle-Gro.
The one thing that was getting in the way of our own growth...
To the average gardener there isn't much difference when it comes to dirt. It's all the same to them, so there's no reason to pay more for a premium brand like Miracle-Gro.
So, what were we going to do about that?
While every other brand was talking about efficacy, Miracle-Gro had the unique opportunity to own the bigger 'why' in why people garden. This was their chance to show they were the experts by owning the feeling, not just the process.
The people we needed to convince...
Like most, they spend their days putting effort into things that rarely produce visible results. Work is abstract, progress is slow, and much of their effort goes into maintaining rather than creating. Gardening offers them something different: a rare opportunity to nurture something and see it grow right in front of them.
The sticky insight that got us thinking...
When so much of life feels intangible, gardening is proof that your effort can still create something real and good.
The way we were going to use it...
Position Miracle-Gro as the brand that advocates for and nutures the effort to do something good.
And the most important thing we needed to say...
Grow something good.
🌷 🌺 🪻 🌼 🌻 🌸
Something else we noticed.
A new term surfaced as a younger generation of gardeners entered the category: plant parent.
The opportunity.
To compliment our bigger campaign we wanted to meet new plant parents where they hung out: online, and help them confidently nurture their newest additions.
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Digital and social content educated plant parents that every plant has different needs.
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Plant parent influencers gave new plant owners some tried and true advice on behalf of Miracle-Gro.
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And a pot-y cover product line engaged plant parents with something to give their plant babies a bit of personality.
The role I played beyond the brief.
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Helped guide a traditionally TV and OLV-focused client toward exploring non-traditional channels to better connect with their audience.
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Partnered with the creative team to develop a communications strategy that allowed the brand to credibly activate on the plant parenthood trend.
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Established a measurement framework to clarify the role and impact of each tactic within a multi-channel campaign.
The results.
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790k + new plant parents reached.
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15.6% average engagement rate.