Turning Every Cloud into Conversion

Client: Scotts

Scotts, Canada's leading lawn care brand, faced a stagnating category while targeting revenue growth +5% in 2025. The main challenge was to engage new homeowners (Millennials/Newcomers) who perceived lawn care as complex and intimidating, requiring education to drive awareness (TOM & spontaneous) and purchase intent.

We discovered that AI-conditioned new homeowners seek instant solutions, not lengthy research as in old days. Moreover, unpredictable weather presented a powerful, dynamic "now" signal to grab attention. Giving this, the core media idea was to transform Scotts into an "AI-enabled" advisor, leveraging real-time geo & weather data to daily deliver personalized, "do-now" product recommendations directly into new homeowners' digital environments. This strategy simplified lawn care, drove cross-selling, and ultimately increased basket size. The campaign executed a data-driven media framework using Display/CTV/OLV, precision geo-targeting, weather-targeting, and DCO. This dynamically delivered 48 weather-tailored messages across 150+ locations daily from Mar1 to Sep30, 2025. Results were exceptional: website traffic surged 25-fold; addressable traffic contributed 32-40% of overall website. Brand equity was profoundly impacted, exceeding objectives (TOM +6%, Spontaneous Awareness +6%, Purchase Intent +7%). Ultimately, the campaign drove substantial sales growth: Turf Builder +17% units/+11% revenue; Quick & Thick +22% units/+16% revenue; Weed B Gon +2% units/+2% revenue.