Miracle-Gro: The Gro Project
With an aging customer base, Miracle-Gro needed to recruit a new generation into the garden. So we created The Gro Project, a socially-led campaign that helps beginners go from green to green thumb. We used propaganda-inspired creative to get the word out.
Recruitment Posters / Social Content:
People could join the movement and explore ways to get their hands dirty with project-based content on Facebook.
And we rewarded fans on social with badges for their growing accomplishments.