Scotts Miracle-Gro (SMG) is a global marketer of high profile gardening brands such as Miracle-Gro and Weedol. The LoveTheGarden.com site is a brand-building property, wrapping product placement and information in the context of a global gardening community.
The site offers gardening advice, step-by-step wizards, competitions, exclusive content for customers of specific brands and interactive content - underpinned by a strategy to reinforce a positive, knowledgeable image for the SMG brands.
In 2014 we were commissioned to redesign and build the LoveTheGarden site following a successful beta phase. The project was completed across a six-month timeframe.
The site features interactive tools such as Plant Finders and Pest Identifiers which are configured as click-through wizards to help non-expert users find relevant and accurate content.
A library of articles is regularly added to with a strong emphasis on seasonal and themed content to attract a broad user base. An important audience segment for Scotts is novice, keen gardeners with limited time - often working professionals or families - so content is targeted at the needs of this audience and is tied to outbound email and SMS marketing with personalised content.
We created a range of high-impact landing pages for products which contained scrolling animation and placed advertising from SMG’s other channels: TV, youtube etc. The landing pages were devised in close co-ordination with SMG’s numerous brand teams.
The stakeholder configuration and volume of ongoing work makes this a complex account. The stakeholder group includes head of marketing, senior stakeholders in Europe and multiple brand managers - as well as a number of specialist suppliers with input into the website.
Strong stakeholder management through a clearly defined governance structure, formal reporting cycles and direct contact with major stakeholder groups are essential to the success of our work with SMG. Similarly, strongly-defined roll-out procedures for new features are needed - we structure our work into fortnightly development packages which are overseen by the account management and product owner on our side.
Support and maintenance
Ongoing, we work with SMG to continuously develop the LTG proposition, adding new features and content areas in line with the client’s marketing calendar and often tied to brand launches with robust delivery timelines. We have created interactive/fun seasonal content such as Christmas quizzes and offline digital products such as a kiosk-based in-store product finder.
We provide monthly business-as-usual support with an SLA, 24/7 support when required for specific launches and events, and a monthly proactive security package.
We have recently restructured the LTG website in line with a relaunched marketing strategy which places greater commercial emphasis on the website - it retains its advisory and community role but adds connections with online retail channels, special offers and discount providers and product review platforms. At the same time the design of the site was updated.
Love the Garden achieved an 80% increase in unique page views compared to the same period the previous year.
Love the Garden achieved around 600,000 unique user sessions in the first six months after the relaunch.
Love the Garden achieved an increase of almost 120% in the number of new users coming from organic searches.
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