How to Miracle-Gro Your Content

If there’s one thing marketers have learned during the pandemic, it’s that just about everything is content fodder. Now, Scotts Miracle-Gro is getting in on the trend with a six-part documentary-style series of its own.

The corporation, which is most known for its lawn seed, doled out its first video documentary series, “How I Grow” that shares the stories of six real-life customers and their gardening experiences. The series is part of the brand’s “Miracle-Gro Makes It Possible” spring campaign and spans six long-form videos that went live on Scotts Miracle-Gro’s social channels earlier this month, while 15- and 30-second cut-down versions will be featured on television.

If you’re thinking this all sounds a bit dull, think again. Stories include that of Dave, a cancer survivor who uses gardening as a therapeutic tool, Jennifer, who, together with her daughter, is on a mission to replicate her late mother’s garden, and Hannah, who identifies as a “farmer by choice.” And though the campaign certainly marks a pivot in marketing plans for the 153-year-old company, it actually taps into a plethora of trends that are likely to seep into post-pandemic life, such as DIY-everything, home cooking, off-screen activities, and of course, gardening. With Mother’s Day around the corner, the move could also resonate with those looking for inspiration on how to honor the women in their life. Beautifully filmed and simultaneously raw and unfiltered, the series provides viewers with entertainment and education.

When the pandemic hit, brands were forced to repurpose their products and content for the new consumer, as observed in Gartner’s report on the topic. Now, brands have the opportunity to do so in an even more creative, and hopefully, pleasurable way that fosters growth, both inside and out.