2020 has been a year unlike any other. The word…
Instead of hitting me with promises for what Miracle-Gro can do for my plants, this TV spot featured design tips for bringing the color-blocking trend to your garden and table-settings. The call to action was to become inspired and share your own ideas using the hashtag #GroSomethingGreater on Facebook, Twitter, Instagram and Pinterest.
Despite my new-homeowner-trying-to-ignore-the-fact-that-I-now-have-a-yard-that-needs-tending-to status, I was intrigued enough by #GroSomethingGreater to go online and learn more. What I found was a campaign that gets to the heart of what motivates Miracle-Gro’s audience, and it’s not plump tomatoes and lush flowerbeds. It’s all the other things they grow when they garden — from family bonds to understanding of where food comes from to creativity to community to resourcefulness and so much more.
The landing page for the campaign, with the headline When We Grow, We Grow More Than Just Plants, features inspirational, user-submitted stories and invites visitors to submit their stories or share them on social media, using #GroSomethingGreater. This strikes me as customer engagement at its absolute finest. Nowhere does this campaign mention the features that make Miracle-Gro the best choice in plant food. It doesn’t need to because it has risen above features and benefits to connect with its audience about what they really care about — growing something greater. It’s enough to make this black-thumbed girl consider tackling a flowerbed this weekend, with Miracle-Gro in hand, of course.