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:

Branded Pots:

 

People could join the movement and explore ways to get their hands dirty with project-based content on Facebook.

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And we rewarded fans on social with badges for their growing accomplishments.