Case Study
How Osmocote® Drove Product Trial with Peer Influencers
Top Use Cases
Ratings & Reviews
User-Generated Content
Brand Advocacy
Industry
CPG
Scroll down to see how Osmocote® sprouted these impressive results
+3,444
Pieces of User-generated Content
2.3MM
Mission Impressions
+75%
Increase in
Share of Voice
101
Retail Reviews
12,508
Engagement from Friends & Followers
For 50 years Osmocote®, an all-in-one nutrient-dense solution for plants, has been the brand that professional gardeners trust for plant nutrition. But the brand was looking to bloom more in the market.
The Challenge:
Osmocote® was confronted with the challenge of only reaching 39% of their target market. The plant-food solution needed a way to reach product-specific targets to increase loyalty, awareness, drive trial, and brand advocacy.
Activated 750 Passionate Gardeners from the Smiley360 Peer Influencer Community
Using our robust segmentation capabilities, we identified participants within Osmocote®’s key consumer target—mid-aged active gardeners who invest their time and money considerably in gardening.
Delivered a Brand Experience During the Spring & Fall Seasons
Activated consumers were invited to join the “Osmocote® Difference Mission” and received a free Osmocote® product. Split into two 8-week phases, the campaign showcased both the planting season as well as the finished garden.
Sparked Reviews and Authentic Word-of-Mouth
After experiencing Osmocote® during the Spring planting season and then seeing the finished results in the Fall, participants were prompted to share their experience with friends and followers across online channels.
