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.