The pandemic created a strong interest in home-grown activities – like indoor gardening. AeroGarden, Scotts-MiracleGro’s sleek countertop device, was #1 in its category, but new competition (and knock offs) were gaining traction with millennial audiences. Moreover, despite over 10,000 5-star reviews, AeroGarden was seen as a product, but not a brand, creating challenges for retention.
#GrowMoreEveryDay – a campaign to position AeroGarden as a lifestyle. We leveraged the existing (and untapped) community of superfans, plus hundreds of hand-selected influencers, to create videos about what they’re growing, how they use their harvest, and why they love their AeroGarden. By crafting an emotional story around life with AeroGarden, we inspired viewers to desire a closer connection to their food, to nature’s process and to activities the whole family can enjoy. This content was leveraged at every phase of the funnel, as well as through email, SEO-driven blogs, a dedicated landing page and editorial media partners.
Over 1,600 content submissions were turned into 85 high quality, edited pieces targeting different segments of the millennial market for awareness, engagement and sales. In what would be the brand’s best holiday season to date, the truly integrated #GrowMoreEveryDay campaign garnered over 10 Million organic video views and 8% engagement, 40,000 new email subscribers and 130,000 landing page visits, plus helped AeroGarden retain its #1 status.