MIRACLE-GRO × 360i / CONTENT STRATEGY + CREATIVE INNOVATION
EVERY GARDEN
STARTS
SOMEWHERE.
For a new generation of gardeners,
that somewhere might be a tweet.
01 / THE CHALLENGE
GARDENING SHOULDN'T
FEEL LIKE A CHORE.
For a younger generation, gardening wasn't necessarily something they disliked. It just wasn't something they thought about.
The challenge wasn't to sell them a product. It was to give them a reason to get interested.
MEET THEM WHERE THEY ARE.Younger audiences were already expressing themselves through emojis, sharing moments, and connecting through social media.Instead of asking them to discover gardening on our terms, what if we introduced it on theirs?Make the first interaction familiar. Make participation effortless. And give them something worth sharing.
02 / THE INSIGHT
MAKE THE FIRST STEP
FEEL LIKE
NO STEP AT ALL.
What if planting a garden was as easy as sending an emoji? Springmoji turned everyday conversations on Twitter into a living, growing digital garden.
Every time someone tweeted a flower, tree, or other spring-themed emoji, another plant appeared in the garden. No special instructions. No complicated experience. No gardening knowledge required.
Just something people were already doing, transformed into something they could help grow.
03 / THE IDEA
ONE EMOJI.
ONE PLANT.
ONE GROWING
COMMUNITY.
One emoji didn't make much of a garden. But thousands of people sharing them? That was something different.
Every flower, tree, and plant emoji became part of a growing digital landscape. Individual expressions became a collective experience. Nobody had to organize it. Nobody had to ask permission.
The garden grew because people were already participating. And suddenly, gardening wasn't something happening somewhere else. It was happening right there, in their world.
04 / MAKING IT REAL
A SIMPLE IDEA.
A LOT OF THINKING
BEHIND IT.
The idea was simple. Getting there took a little more thinking.
We identified an opportunity to connect with a younger generation through something already happening in their world. The challenge was turning that cultural insight into something meaningful for Miracle-Gro, without forcing the brand into a conversation where it didn't belong.
I helped shape the audience strategy, establish the creative challenge, and partnered with 360i through ideation and execution. Together, we connected creative thinking with technology to build an interactive experience that made gardening relevant in an entirely new way.
Not technology for technology sake. Technology in service of a better idea.
05 / THE IMPACT
SMALL ACTIONS.
A GROWING GARDEN.
One million plant emojis. And not a single shovel required.
What started as a simple idea became a growing digital garden built from everyday conversations. Every emoji represented another small contribution to something bigger.
For Miracle-Gro, the opportunity was never just about collecting emojis. It was about finding a new way to introduce gardening to a generation that hadn't yet made it their own.
06 / THE TAKEAWAY
YOU CAN'T MAKE PEOPLE CARE ABOUT MIRACLE-GRO
UNTIL THEY CARE ABOUT GARDENING.
Sometimes the best way to grow a brand is to stop talking about the brand.
Springmoji didn't ask a younger generation to buy gardening products. It gave them a way to participate in gardening culture without ever picking up a shovel. It took something familiar, made it meaningful, and connected it to something new.
The lesson wasn't about emojis. It was about understanding people well enough to make an unfamiliar category feel like it belonged in their world.