THE AUDIENCE

We affectionately referred to them as “Digitially Augmented Green Thumbs.” They’re part of a group of 37 million U.S. households who own a home, own a smartphone, and have also downloaded an app within the last 30 days. These would be the perfect audience who’s receptive to the idea of a digital tool that helps them have the greenest grass on the block.

THE PLATFORM

We could have built them an app. Or even two apps. But they would still have a separate website, in-store marketing, social presence, etc. All different and distinct from one another. Our larger vision was to help them build a platform that connected their custom data, third party databases, applications, and analytics from which they could build many things. And each of them connected, smart, and working together to deliver the ultimate lawn care experience. Oh, and a pretty slick app too.

THE OPPORTUNITY

Our strategy team helped define a typical user journey for our audience beginning from what triggers their need through the after sale experience. We also realized that a user’s needs and level of engagement would likely follow the changing seasons in their area. We created The Rhythm of Lawn, which demonstrated the changing needs by season.

THE APP

Of course, we wanted to get them excited about the possibilities once the platform is in place with the Scotts Perfect Lawn app. Tapping into the Google satellite view, we could help them easily measure the size of their lawn so that they know exactly how much product to buy. Geolocation, grass identification tools, along with historical weather data could help the app alert users of the optimal time to fertilize their lawn. Plus the app could build a year-round lawn maintenance program that helps them keep their lawn healthy and troubleshoot problems.

AD, John Livingston