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. Propaganda-inspired creative helped get the word out.
We encouraged people to join the movement and get their hands dirty with simple, project-based content.
Then, we rewarded fans for their gardening accomplishments. Establishing Miracle-Gro as a trusted partner for every stage of growing.