The lawns business enjoyed unprecedented double-digit growth during 2020-2021 driven by Covid demand for both fertilizers and grass seeds. The business is posting a moderate decline as a result of a weather-related slow start to the season, and lower consumer engagement due to competing priorities (return to office work, travel, etc.)
Consumers were pressed for cash and might be tempted to switch towards Private Label brands, and perhaps lapsing purchases in the lawn care category. Given the above unfavorable converging forces, SCOTTS® wanted to focus on driving mid-to-lower funnel digital media initiatives to communicate functional product superiority of Scotts® branded products with the intention to “close the deal”.
We branded the 2023 campaign “It’s Go Time” as a declaration to consumers choose Scotts and see the difference. It’s Go Time had to work across multiple products, from grass seed to pest control, and work in different social media channels from OLV’s to static and dynamic banners. The creative needed to focus on the SCOTTS® product difference and bring an unexpected twist to the lawn care category. We used the power of SCOTTS® to kick start the lawn, to acclerate growth and putting the brakes on weeds while saving your lawn. Our social posts and OLVs had to breakthrough the social clutter and inspire consumers to GO and buy SCOTTS®
Although the 2023 winter in Canada dragged well into April, we saw the pattern of decline at point of sale, in fact an increase of 5% from a -12% the previous year.
185,033,079 Impressions
433,707 Clicks
21% Click Through Rate
