Canadians have a love affair with crisp grass blades/perfectly manicured grass; however, it comes with a whole whack of complexity, thereby, confusing the consumer, and creating inertia.
Reconfirm that Scotts a leader in lawncare has Scotts My Lawn App to take the confusion out of lawncare.
To do so, Scotts will run a national 4-6 week My Lawn App Campaign to increase awareness, engagement, and downloads of the app with all media types – paid, earned, shared, owned (PESO).
Scotts is synonymous with lawn care – it is a trusted source consumers turn to or lean on to learn everything they need to know about lawn care. The app will provide further proof that Scotts continues to reinvent this category - a tool that helps consumers better navigate how to maintain and improve their lawn with a personalized experience based on their postal code and goals.
OBJECTIVES:
With a budget of $70,000 CAD allocated for both media and production, our objective was to produce online videos and static ads to achieve 3000 MyLawn App downloads within a 6-week timeframe. The campaign primarily utilized Google Ads and Meta. Online video ads were supplemented with carousel ads to analyze consumer behavior in app downloads, allowing us to refine the creative content in real-time.
The campaign was a significant success as we achieved our download target midway through the media cycle. The client is contemplating rerunning the creative in 2024.
Impressions: 4,300,214
Reach: 1,144,072
Landing Page Views: 40,338
Downloads: 8,236
Brenchmark of $5 for CPDL
