To get Americans to register for Scotts Miracle-Gro’s database, we gave them a chance to win the lawn and garden of their dreams during Super Bowl LV 2021.

My challenge was to create more than 30 pieces of content for the big game.
See the Super Bowl Spot here and read about the campaign here.

A selection of Super Bowl social media posts.

 
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+30 more posts to run during and after the game

made by my Art Director and I, for Facebook, Instagram, Twitter and Snapchat.

 

700K sign-ups, increasing the database by 25.7%.

Paid social media were 89% more efficient than the benchmark.

An 11% increase in new Yardeners, 2.3M more people than before the campaign.

Tons of buzz in mainstream media.

Stats