The social media landscape is ever changing. To surpass its competitors in social marketing efforts, TruGreen wanted to build deeper relationships with its customers that focused on social engagement and thoughtful, useful content for its audience.
more fans than the set 2015 growth goal
more YouTube minutes watched in 2015 from 2014
more sessions on the TruGreen website in 2015 than 2014
TruGreen is a nation-wide company specializing in lawn care, tree and shrub health, and plant pest control. In 2015, they kicked off the year with a fresh brand campaign that switched the focus from a scientific approach to an approach that focused more on the lifestyle benefits of a TruGreen yard. Why people use and maintain lawns and what makes them worth celebrating was the new tone we kept in mind, resulting in a social strategy that spoke to their new message of “Live Life Outside.”
With this feature at the forefront of our strategy, we developed ongoing social content for Facebook, Twitter and YouTube as well as media planning that revolved around customer engagement and their targeted audience. With our media plan, the campaign could fluctuate with the seasonality of TruGreen’s business, so customers receive the information most relevant to them, their lifestyle and their location.