Home & Garden | Case Study
For 50 years Osmocote®, an all-in-one nutrient-dense solution for plants, has been the brand that professional gardeners trust for plant nutrition. But the brand was looking to bloom more in the market.
Osmocote® was confronted with the challenge of only reaching 39% of their target market. The plant-food solution needed a way to reach product-specific targets to increase loyalty, awareness, drive trial, and brand advocacy.
3,444
Pieces of UGC created
2.3 MM
Mission Impressions
+ 75 %
Increase in share-of-voice
101
Retail reviews
12,508
Engagements from friends and followers
Using our robust segmentation capabilities, we identified participants within Osmocote®’s key consumer target—mid-aged active gardeners who invest their time and money considerably in gardening.
Activated consumers were invited to join the “Osmocote® Difference Mission” and received a free Osmocote® product. Split into two 8-week phases, the campaign showcased both the planting season as well as the finished garden.
After experiencing Osmocote® during the Spring planting season and then seeing the finished results in the Fall, participants were prompted to share their experience with friends and followers across online channels.
Through Vesta’s Single-Click Sharing™ technology, participants shared their content with an embedded digital coupon link for friends and followers.
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