For the past 150 years, Miracle-Gro has been helping things grow. In order to future-proof the brand, we had to expand beyond older, established gardeners and start inspiring a younger demographic to get their hands dirty. Building on the organic social presence we’ve cultivated over the past two years, we set out to engage the next generation of gardeners with a campaign that championed a growth mindset, leveraged cultural commentary, and reframed gardening in a way that has never been done before.
Gardeners everywhere were taking to social media to declare that uniformity is out and self-expression is in. They were saying goodbye to box hedges and hello to wildflowers. Trends and comment sections alike were embracing natural, organic aesthetics that are joyfully wild and unapologetically free.
At the same time, in a different corner of the internet, another cultural conversation was growing wild: women proudly declaring the freedom to grow one’s own “bush.” We believed the intersection between the two cultural conversations created a powerful opportunity for Miracle-Gro.
In 2025, Vogue declared that the bush was back, reclaiming body hair as a site of personal expression and empowerment. As a result, TikTok’s #bushtok community and “Full Bush in a Bikini” trend kept growing, so we utilized these trending conversations to bring younger, socially native audiences to the garden through a partnership with Gabby Windey that euphemistically proclaimed it was officially a “Full Bush Summer.”
When social media blossomed with conversations around “full bush summer” as a reclamation of women’s bodily autonomy, we saw a natural opportunity for Miracle-Gro — a gardening brand whose social strategy is rooted in cultivating a growth mindset. To tap into this cultural moment, we needed a creator partnership strategy that leveraged an unapologetically feminine energy that could authentically inspire the growth of wilder, more lush bushes as an act of rebellion.
We selected the internet’s favorite hope core muse, Gabby Windey, to be the face of the campaign. Gabby has grown from a well-known reality TV personality (Bachelorette & Traitors) to a cheeky, comedic pop-cultural presence. The timing of the partnership proved to be a savvy and smart creator mic-pass that propelled the brand’s relevance and resonance with new audiences.
Our launch strategy positioned Miracle-Gro at the heart of the budding “full bush” conversation, while setting the stage for Gabby to engage authentically and generate press-worthy campaign moments.
To tease the campaign, we dropped a “sensitive” blurred post and a centerfold-style spread that gave a sneak peek at the campaign’s hero branding and baby tee.
After a week of seeding anticipation, the campaign officially launched through our partnership video with Gabby, debuting the collaboration across her TikTok as well as Miracle-Gro’s owned TikTok and Instagram channels. Gabby brought her own cadence, inflection, and adlibs into the content, staying true to what genuinely makes her the internet’s it girl. In the video, Gabby repped the campaign’s iconic baby tee printed with the line “nobody knows I’m growing a full bush rn” while demonstrating how to use Miracle-Gro’s All Purpose Plant Food to bolster your bush.
To sustain the momentum for the campaign, we actively engaged with our audience through a baby tee giveaway so they could have the chance to match Gabby and flaunt their bush like a badge of honor. And everyone wanted one. We embraced the opportunity by shifting from simply giving away the baby tee to selling them through a microsite.
We continued to feed the “full bush” conversation on social through fake OOH placements, wheatpaste posters and newspapers that brought IRL aesthetics to the campaign across TikTok and Instagram. To grow beyond the social feeds, we also ran Amazon banner ads featuring the line “It’s a Full Bush Summer” paired with our Miracle-Gro All Purpose Plant Food.
Our social-first strategy deliberately blurred lines between gardening content and broader cultural commentary, creating a shareable campaign that expanded Miracle-Gro’s audience well beyond traditional demographics. Which ultimately transformed Miracle-Gro from a consumer utility brand to a cultural conversation starter.
By tapping into a hot cultural conversation, leveraging one of the internet’s favorite personalities, and leading with a social-first approach, the campaign exceeded Miracle-Gro’s goal of growing a new community of bush enthusiasts. Taking root beyond social, “Full Bush Summer” blossomed, sprouting earned media reach 158x larger than social impressions.
Our launch video with Gabby outperformed expectations, delivering 3.8M views (693x above organic impression benchmarks) and 26K engagements (7.8x above benchmark) on Miracle-Gro’s owned channels. On Gabby’s owned TikTok, the video earned 1.1M views and 88K engagements. The full campaign ecosystem earned 8.5M+ social impressions and 36K+ new followers.
The campaign received notable unpaid, organic engagement from celebrities including Sophia Bush and Whitney Leavitt, alongside organic mentions on the Bachelor subreddit praising it as “the funniest paid partnership from a Bachelor influencer.”
And the BrandDom took notice. Miracle-Gro was acknowledged for the clever play, resulting in 380.2M earned impressions and 27 placements from industry press alone.
Influential lifestyle outlets further aided consumer awareness, with coverage spanning Girl Boss, Them, and Pop Sugar, along with a podcast mention on Blabbermouths. Together, consumer press mentions delivered 971M impressions, 21M of which were a result of a single interview with Gabby Windey.
Across both industry and consumer press, the campaign drove a combined 1.35B earned media impressions, turning the long-established traditional gardening brand into the toast of women’s empowerment on social media in 2025.
