Awareness

Trend data sprouts growth for ScottsMiracle-Gro

ScottsMiracle-Gro

Close-up of a hand in work gloves and holding thin plant stalks

Pinterest trends helped ScottsMiracle-Gro create fresh, eye-catching creative.

ScottsMiracle-Gro has made it their mission to nurture people’s inner gardener. And recently, they got a new chance to help them spruce up their backyards and front porches.

On Pinterest, people search for DIY improvement ideas including tips on how to beautify their personal outdoor spaces. ScottsMiracle-Gro saw an opportunity and took a leap on the platform to do whatever they could to help new gardeners.

Firmly planted in trends

Equipped with a fresh batch of Pinterest trends, the team got started on their new campaign. To make their ads really pop, ScottsMiracle-Gro worked with their media agency, Disruptive Advertising and VidMob, a Pinterest Business Partner focused on creative production.

Their ads used visual storytelling to show new gardeners what’s possible. They centered creative on emerging trends like “container plants”, “front porches” and “summer gardens”.

Because they aligned their Pins with trending ideas, ScottsMiracle-Gro got to partner up with Pinterest and use the Trend Badge. The badge signifies that a Pin shows a statistically significant Pinterest trend, and is an easy way for brands to inspire with relevant, timely content.

60%

lower cost-per-engagement on Pinterest than on other platforms¹

point lift in message association from video²

Results and next steps 

The trend-forward campaign brought ScottsMiracle-Gro a 60% lower cost-per-engagement on Pinterest than on other platforms. Their video ads were the most effective at lifting the association of Miracle-Gro with summer porches and gardens. They also launched this same trends-focused strategy for other product brands within the ScottsMiracle-Gro family like Bonnie Plants on their awareness campaigns seeing equally positive results.

Due in large part to these campaign successes, the team is now working on uploading their product catalog to Pinterest, an integration that’ll make it easier to create shopping Pins.

“

This year, we saw millions of people added into our ‘new gardeners’ category. The engagements were much stronger on Pinterest and the insights we gathered from summer trends turned into great results.”

Melissa Nichols
Manager of Performance Marketing, ScottsMiracle-Gro

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads.

1.
Base your creative on the latest trends so you catch people’s eyes as they look for fresh ideas. You can also consider co-marketing with Pinterest via our Trend Badge program.

2.
Make the most of Pinterest’s visual platform by following our creative best practices.

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