The Ask
Drive sales of Miracle Gro's indoor product line with a new audience segment
the indoor product line
The Brief
The Audience
The Urban Apartment Dweller lives in a city, in a flat with hardly any space.
And they garden barely ever — if at all.
But that shouldn’t be how it is.
The Context
and, unfortunately, the Urban Apartment Dweller doesn’t know
where to start when it comes to growing a garden because
The Insight
People believe that keeping a plant alive & happy requires magic
The Advantage
Miracle-Gro is the magic that turns
Urban Apartment Dwellers beginning their indoor-gardening journey into miracle gro-ers
Even when they don’t have
The Idea
THE CREATIVE
FEED YOUR GARDEN’S SPIRIT
ART DIRECTION: Julia Hancock / COPYWRITING: Julia Ordog
AUDIENCE MODEL
The Urban
Apartment Dweller
GROUP 1:
THE LITE GRO-ER
THEIR JOURNEY TO MIRACLE-GRO
The Lite Gro-er uses Miracle-Gro indoor products from the very start of their gardening journey. When their journey is met with success, this champions Miracle-Gro.
GROUP 2:
THE MASTER GRO-ER
THEIR JOURNEY TO MIRACLE-GRO
COMM STRAT FRAMEWORK
The Objective
drive sales of Miracle-Gro’s indoor product line amongst an untapped audience.
The Master Gro-er
Click for a closer look
The Lite Gro-er
Click for a closer look
