# Gardening Inspiration Campaigns Miracle-Gro's 'Grow Something Greater' is Styled Like Pinterest By Laura McQuarrie | Published 2015-10-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/gardening-inspiration References: [bizjournals](http://www.bizjournals.com/columbus/news/2014/02/27/scotts-new-miracle-gro-campaign-makes.html) & [growsomethinggreater](http://www.growsomethinggreater.com/) With a campaign called 'Grow Something Greater,' [Scotts](https://www.trendhunter.com/trends/hispanic-marketing-campaign) Miracle-Gro Co. shifted its marketing efforts to focus more on the experience and [gardening inspiration](https://www.trendhunter.com/trends/target-good-little-garden) 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](https://www.trendhunter.com/trends/effortiseverything) 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." ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 61% | Activity: 51% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Experience-driven Marketing:** Miracle-Gro's 'Grow Something Greater' campaign shift towards an experience-driven marketing approach with focus on gardening inspiration and experience. - **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. - **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. ### Industries Being Reshaped - **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. - **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. - **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. ## Related on Trend Hunter - [Flora-Inspired Body Autonomy Campaigns](https://www.trendhunter.com/trends/full-bush-summer.md) - [Comprehensive Gardening Brands](https://www.trendhunter.com/trends/gardenuity.md) - [Gardener-Backed Vegetable Campaigns](https://www.trendhunter.com/trends/florette-and-mr-plant-geek.md) - [Cheerful Healthy Snack Campaigns](https://www.trendhunter.com/trends/garden-veggie-snacks.md) - [Viral Slogan-Inspired Campaigns](https://www.trendhunter.com/trends/manscaped1.md) - [Flower Seed Salad Campaigns](https://www.trendhunter.com/trends/wildflower-seeds.md) - [Superhero-Themed Nut Campaigns](https://www.trendhunter.com/trends/groot-gets-crackin-campaign.md) - [Slow-Cooking Recipe Campaigns](https://www.trendhunter.com/trends/low-slow-mow.md) - [Kind Gardening Pop-Ups](https://www.trendhunter.com/trends/compassion-store.md)