SCOTTS - LAWNSTREAM
Lawncare advertising is all magical before/after stuff + perfect families smiling on perfect lawns. So Scotts did the opposite. Introducing Lawnstream, a 24/7 livestream of a real lawn in a real backyard looked after by a real person.
Lawnstream was the world’s longest running product demo. And it was more than just a livestream, it was the hub for all things Scotts. From Instagram, Tiktok, & Facebook to SMS, in-app, web & email - the livestream fed into everything.
Lawnstream created an endless amount of content featuring real tips for real situations. Like how to murder #BarryTheBareSpot to how to repair a hole dug by a squirrel of destruction.
We also used Lawnstream to celebrate backyard life and keep the grass growing through it all. We gave away a masterpiece, hosted goat yoga, and even helped a few rescue dogs get adopted.
We also partnered with influencers to bring more people into the world of Scotts. Jomboy did play-by-play for a kids’ wiffle ball game. Grace from The King of Random almost blew up the lawn with a gigantic hydrogen cloud (sorry neighbors!). Andrew Huang enlisted viewers to help make a song. And The Situation played cornhole against Nick Uhas and his homemade corn-apult.
Over the course of the campaign, Lawnstream got a lot of unexpected visitors. Foxes. Deer. Extraterrestrial beings. You name it.
We also enlisted our social followers to help name a few frequent critter visitors and turned them into recurring characters.
