Miracle Grow

Research
Brief
Concept + Strategy
Art Direction
Graphic Design
Copy

Process Peek >

You don’t need deck chairs and wind chimes to have yourself a yard.

It doesn’t matter what city you live in or what your apartment's fire escape policy is, everyone wants their own green space to relax in.
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Patio life is a state of mind.

Out of Home - The Rolling Jungle
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Let's get Miracle Gro out of that dusty back shed and bring it to the streets. The Rolling Jungle is a city greenhouse on wheels. Each stop on its route acts as a participatory brand event.

Locations and details will be announced over social media. The Rolling Jungle will offer garden giveaways, environment focused education, green care tips as well as Miracle Gro product samples. Come trade your email address for a free plant! Garden-ologists and Plant Doctors will be on site to answer questions, offer lighting recommendations and educate first time plant parents.

Out of Home - Pop Up Patios

Miracle Gro will sprout up greens in unlikely, indoor spaces.

These guerilla gardens are optimized for social shareability and built to inspire your own in-home planting habits. Sit back, relax and enjoy our out of place backyards.

Sponsored Instagram Advertising

In order to tie all the gardening hype together in one place, Instagram will serve as the main social platform Miracle Gro uses to fuel this campaign. User generated content, plant and product giveaways along with “Plantfluencer” partnerships grow here.

Influencer Collaboration

Miracle Gro will take over Plantfluencer culture.

By partnering with “Plantfluencers” from all over America, we will grow our own social community while connecting our products with informed loyalty.
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Welcome boxes for new #PlantPartyPeople will include notes, stickers, product giveaways, gardening care tips, coupon codes and of course, new plants — all encouraging our Plant Posse to #GROWWILD. This squad has first access to new product releases and will have a shared voice in deciding exciting campaign elements such as where The Rolling Jungles will be heading next and what malls, airports or schools need a Pop Up Patio.