In the hopes of inspiring Millennials to see gardening in a new light, Miracle-Gro put together the #Springmoji campaign. Miracle-Gro wanted to communicate that people can garden anywhere and it's not an activity that's solely reserved for "Your older neighbor in her floppy hat and gardening gloves." Rather than taking up space in the physical world, this "global community garden" is 100% crowdsourced, having digital gardeners pick from fruits, flowers and other emojis to be "planted" online via Twitter.
Although technology and social media are integral parts of this initiative, Miracle-Gro aims to show that Gen Y can use time spent gardening as a way to take a break from the tech world.
In order to emphasize that real gardening can be as easy as the instantly gratifying Springmoji garden, Miracle-Gro is also promoting its Gro-Ables Seed Pods and YouTube channel, which shares tips and tricks for making outdoor spaces as green as they can be.
Blossoming Emoji Gardens
Miracle-Gro's Crowdsourced Digital Garden is Made of Floral Icons
Trend Themes
1. Crowdsourced Gardening - The #Springmoji campaign demonstrates the potential for crowdsourcing gardening experiences, allowing people to participate in virtual gardens through social media.
2. Digital Engagement in Gardening - Miracle-Gro's use of emojis and social media platforms highlights the growing trend of leveraging digital platforms to engage a younger audience in gardening.
3. Tech Break Gardening - The initiative encourages Millennials to use gardening as a way to take a break from constant technology use, suggesting a trend of combining digital and physical activities for mental well-being.
Industry Implications
1. Gardening - The #Springmoji campaign showcases innovation opportunities for the gardening industry in integrating digital platforms, social media, and crowdsourcing to reach younger audiences.
2. Social Media - The use of Twitter and emojis in the digital garden initiative presents possibilities for social media platforms to create engaging and interactive gardening experiences.
3. Wellness - The idea of using gardening as a means to take a break from technology suggests a disruptive innovation opportunity in the wellness industry to promote digital detox and mental well-being.