Glee was a new product entrant in the potting soil category with limited distribution through Amazon. Based on product trial user reviews, Glee was attracting older, more experienced consumers,
50+ years old.
50+ years old.
But there was a bigger opportunity: connect with the growing number of younger, female gardeners, 25-34-years old. They were looking to add and more joy and balance in their lives, and gardening was one way to achieve that. But it needed to be a positive, simple and successful experience. Because dead plants are the opposite of joy and happiness.
Objectives:
• Demonstrate that Glee provides a positive, successful planting experience; Glee = success
• Personify Glee as a fun, engaging brand
• Bring the USPs to life
• Inspire consumers, give them confidence and control
• Demonstrate that Glee provides a positive, successful planting experience; Glee = success
• Personify Glee as a fun, engaging brand
• Bring the USPs to life
• Inspire consumers, give them confidence and control
Healthy plants and a happier you.
We redesigned the Glee packaging and refocused messaging to capitalize on the wants and needs of
younger gardeners without alienating older gardeners. We also wanted to solidify Glee's retailer partnerships (Menard's, Home Depot) and offer A+ content that built consumer trust and created an impactful shopping and user experience. We focused on Glee's ease of use and its Hydrafiber Technology, which is especially great if you're someone who forgets to water.
We redesigned the Glee packaging and refocused messaging to capitalize on the wants and needs of
younger gardeners without alienating older gardeners. We also wanted to solidify Glee's retailer partnerships (Menard's, Home Depot) and offer A+ content that built consumer trust and created an impactful shopping and user experience. We focused on Glee's ease of use and its Hydrafiber Technology, which is especially great if you're someone who forgets to water.
To guide the social media strategy, we created content pillars to build consistent and meaningful connections with consumers.
1. Product benefits
2. Edutainment
3. Inspiration
4. Promos & data capture
1. Product benefits
2. Edutainment
3. Inspiration
4. Promos & data capture
We created a nice mix of elements – website refresh, long and short form video content, social media, display ads, sales materials and merchandising.
AD: Tony McCue
Glee :30 Intro Video
Fourth of July Social Post
Bag Comparison Social Post
Glee = Lighter Hanging Baskets Social Post
Social Posts
Static Social Posts
Web refresh
Display Ads