TruGreen believes that life is best enjoyed outside. We wanted to help our audience achieve this goal by giving our fans tips and tricks that will help them #LiveLifeOutside to the fullest. We aimed to capture our audience's attention and show them how TruGreen can be their partner in the lawn care world. We understand that not everyone cares about the science behind a great lawn, so we sought to gain trust and brand awareness through fun outdoor activities. LaneTerralever created a three-part series of DIY videos that showcased fun, engaging craft activities that any homeowner can do with his or her family. The idea being, when your lawn, trees, and shrubs are taken care of by TruGreen, you have time to enjoy your home's yard even more.
With that objective in mind, we researched popular subjects such as patio gardens, holiday décor, and outdoor crafts for kids. We created ideas that could reach and resonate with a large audience. Our patio herb garden DIY video was applicable to homeowners with large yards or soon-to-be homeowners who may only have a small patio space for gardening. Our DIY bamboo play tent video was a big hit among families and parents. And our DIY fall decorations video (which utilized a tomato cage) was a big hit among gardeners and decorators.
Between YouTube and Facebook, our first video had 57,207 views. It had a 33 percent engagement rate, compared to the monthly average of 5.42 percent. Our goals were to increase social sentiment as well as engagement rates, which the video succeeded in doing.
Our second video performed even better with a total view count of 76,673 views on Facebook and Youtube. We also started an Instagram account during this time for TruGreen, and the bamboo play tent video received 11,122 views on the platform.
Our third video, DIY fall decorations, once again saw an increase in views and engagements. On Facebook and Youtube we had 121,588 views and on Instagram, 44,326. More than 120,000 people took action with the video in the form of a page like, comment, or post like.
Overall, the DIY video series increased our page's presence with the audience we were hoping for. We saw an increase in page likes, engagement, and social sentiment.