Scotts Miracle-Gro
CPG & Retail
17%Audience Conversion Rate
15.52xROAS
Objective
Increase awareness of Scotts Miracle-Gro's organic soil among both veteran gardeners and new to gardening audiences.
Strategy
Leveraging GlassView Origin, we learned that credibility and affinity increased with audience age, leading older audiences to resonate strongly with Martha Stewart's endorsement. For younger audiences, we implemented competitive conquesting and strategically positioned creative featuring Martha Stewart in light-hearted, contextually relevant media to enhance their emotional connection with the brand.
Results
Pinpointing the placements and context that motivated different audience segments resulted in a 17% audience conversion rate and 14.52x surge in ROAS, as measured by Foursquare.