CRM
HOME DEPOT GARDEN CLUB
Real gardening stories, seasonal inspiration, and practical advice delivered directly to millions of inboxes. A little inspiration. A little confidence. A reason to give it a go.
CASE STUDY / MIRACLE-GRO × THE HOME DEPOT
REAL
GARDENERS.
REAL STORIES.
REAL GROWTH.
Gardenieres made gardening feel accessible by connecting real gardener stories across CRM, retail, broadcast and community.
3YEARSPROGRAM DURATION
36SEASONAL CRM SENDSEDUCATION, IDEAS AND INSPIRATION
4.2M+SINGLE-SEND REACHPEOPLE ENGAGED WITH THE CONTENT
AWARDHOME DEPOT INNOVATIONRECOGNIZED FOR PROGRAM EXCELLENCE
01 / THE OPPORTUNITY
GARDENING
CAN FEEL
INTIMIDATING.
Ask someone if they're good at gardening. Chances are, they'll tell you about everything they've killed. The opportunity wasn't to turn beginners into experts. It was to give them enough confidence to plant something of their own.
Because sometimes all it takes is one thing that grows.
02 / THE CHALLENGE
EXPERTS CAN
MAKE PEOPLE
FEEL EXCLUDED.
Perfect gardens. Perfect results. People talking about soil chemistry like everybody should know what vermiculite is. If you were just trying to grow your first tomato, it could feel like there was a whole club of people who knew what they were doing.
And you weren't in it.
03 / THE THEORY
PEOPLE TRUST
GARDENERS
MORE THAN BRANDS.
The answer wasn't another expert telling people how to garden. It was real gardeners sharing real experiences.
Make the stories relatable. Take away the mystery. Give people a reason to believe they could do it, too.
04 / THE ECOSYSTEM
ONE STORY. FOUR WAYS TO GROW.
BROADCAST
CREDIBILITY AT SCALE
HGTV took the Gardenieres beyond the gardening community, introducing their stories to a national audience. Real gardeners. A much bigger stage.
COMMUNITY
REAL PEOPLE. REAL LEARNING.
Local workshops and events took the stories off the screen and into the real world. Real people connecting, learning, and getting their hands in the dirt.
RETAIL
STORY TO SHELF.
The Home Depot gave all that inspiration somewhere to go. From seeing what's possible to finding what you need to make it happen.
05 / FROM STRATEGY TO PRODUCTION
FROM STRATEGY
TO PRODUCTION.
Some projects are assignments. Others become something you genuinely believe in. Gardenieres was one of those projects.
I led the content strategy, creative direction, and execution, connecting internal teams, agency partners, and The Home Depot to bring the entire program to life. When you believe in what you're building, it's never just about getting the work done. It's about getting it right.
- Content Marketing Lead
- Program Architecture
- Creative Direction
- Agency Leadership
- Retail Partnership Strategy
06 / THE STORIES
THE STORIES WENT EVERYWHERE.
IRL
HGTV SPOT
IN-STORE EVENTS
07 / THE RESULT