Osmocote®'s Product Trial Success with Influencers

CPG

How Osmocote® Drove Product Trial with Peer Influencers

Scroll down to see how Osmocote® sprouted these impressive results

3,444+

Pieces of User-generated Content

2.3Mn

Mission Impressions

101

Retail Reviews

+75%

Increase in Share of Voice

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.

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.