Think of the neighbors.
Lose the weeds. And the whispers.
Contrary to industry wisdom, our research revealed most homeowners don’t obsess over their grass. They do, however, care what their neighbors think. So we tapped into consumers’ fear of lawn shame—and set up Scotts as the easy solution.
It was a new approach in the category. And it worked. Scotts saw 10,000 new sign-ups with a 20% decrease in cost per acquisition. Which means, in the end, we rescued 10,000 homeowners from neighborly judgment.