With a campaign called 'Grow Something Greater,' Scotts Miracle-Gro Co. shifted its marketing efforts to focus more on the experience and gardening inspiration as a whole, rather than talking up the performance of products. While the campaign did involve videos that showed Miracle-Gro products in use, their time on screen was minimal and they were not called out by name.
The Grow Something Greater microsite is styled like Pinterest and hopes to inspire gardeners in a way that's similar to the social pinboard site. After exploring the text and images on the site, users are encouraged to continue the conversation across social media using the #GrowSomethingGreater tag.
As John Sass, the vice president for marketing at Miracle-Gro puts it: "Now we’re talking less about the gardens and more about the gardeners."
Gardening Inspiration Campaigns
Miracle-Gro's 'Grow Something Greater' is Styled Like Pinterest
Trend Themes
1. Experience-driven Marketing - Miracle-Gro's 'Grow Something Greater' campaign shift towards an experience-driven marketing approach with focus on gardening inspiration and experience.
2. Social Media Amplification - Miracle-Gro's 'Grow Something Greater' campaign encourages gardeners to continue the conversation across social media with the use of #GrowSomethingGreater tag.
3. Pinterest-inspired Styling - Miracle-Gro's 'Grow Something Greater' microsite is styled like Pinterest, hoping to inspire gardeners in a similar way to the social pinboard site.
Industry Implications
1. Consumer Goods - Consumer goods companies can adopt experience-driven marketing to focus more on the audience than their products and turn inspiration into a more robust customer engagement strategy.
2. Social Media - Social media as an industry can encourage users to share their inspirational stories, and encourage companies to craft personalized meaningful experiences across social platforms.
3. Landscaping and Gardening - Landscaping and gardening enthusiasts can continue to engage audiences by crafting inspirational campaigns that resonate with the users and encourage them to share their story.