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."