Publicis Hawkeye Helps TruGreen Own Spring With Social Campaign

Publicis Hawkeye’s spring social program on behalf of TruGreen also:

• Exceeded blogger network activation goals, as we enhanced brand sentiment with 100% positive blog/social posts, and fueled engagement on Twitter
• Sparked continuous interest in brand’s social channels with Facebook friends/fans growth spiking for the campaign period, reflected by the daily high nearly 7x that of 30-day period prior
• Achieved double the industry norm of impressions for Twitter Party, which also drove sweeps’ third-busiest day and generated more new Twitter followers for brand in 24 hours than combined net followers for entire 30-day period prior to campaign launch
• Stimulated steady increase of sweeps visitors throughout promotion’s lifetime, with top states for sweeps registrations correlating with usage of our multimedia news release and our blogger activation posting activity

How Did We Do It?
At the core of the spring strategic effort was our insight exploration. TruGreen’s Lawn Lifestyles National Survey of Americans and homeowners served as the newsworthy framework for campaign content development, such as with educational lawn care webisodes, multimedia news release text, infographic and social channel Did You Know? bites. We positioned TruGreen as a thought leader, as we revealed that lawns generate hope in spring, springtime enjoyment differs between men and women, and healthy lawns are at the center of neighborhood pride.

We also recommended and secured licensed contractor and TV host Jason Cameron to serve as celebrity spokesperson for TruGreen social efforts, including as the face of webisodes, sweeps videos, internal messages and as a part of the sweepstakes grand prize backyard makeover design. With prep from the agency, Cameron smoothly served as Twitter Party host to drive conversations around spring lawn care. He also leveraged campaign content on his social channels, actively engaging fans and followers.

Publicis Hawkeye cost-effectively created three spring-focused videos to serve as shareworthy digital content for bloggers and for use on TruGreen’s social channels. Leveraging survey reveals, webisodes provided lawn care tips, featured a TruGreen specialist in action, and parlayed Cameron as inviting video host. Spring episodes provided a variety of content spanning Sense of Hope, Outdoor Living and Lawn Pride. The agency packaged videos as a part of a compelling multimedia news release MNR that offered social media a concise, user friendly link to story-building content, including text, infographic and stills with captions. We then pushed the MNR over the national wire for coverage on browsers and news sites nationwide representing millions of impressions.

To further spread the word, the agency activated a group of influential mom/dad bloggers by leveraging one of the top blogger networks and also going direct to key bloggers, including those focused on sweepstakes. We prepared selected bloggers with campaign materials and messages and encouraged their personal stories around lawn care and outdoor enjoyment for posting during a defined window to drive sweeps participation. As a part of the activation, we also initiated a one-hour #SpringLawnCare focused Twitter Party. We parlayed select posts with TruGreen and Cameron’s social channels for additional exposure.

A tweet from a Twitter Party participant summed up the enthusiastic response: “entered! Hope I win! :) RT @MomCentral: Celebrate the start of #SpringLawnCare with the @TruGreen Backyard Makeover Sweepstakes!”

About Publicis Hawkeye
Publicis Hawkeye is an integrated advertising and digital agency based in Dallas and part of the Publicis Worldwide global network. The agency additionally provides specialist capabilities in analytics, CRM and experiential marketing to the Publicis North America region. Publicis Worldwide is the largest global agency network within holding company, Publicis Groupe S.A. Publicis Hawkeye clients include: American Airlines Cargo, Anheuser-Busch, BASF, Bridgestone Americas, Cargill, CiCi’s Pizza, Continental Mills, Gortex, Men’s Health, Nestlé, The North Face, Terminix and TruGreen, among others.

*America’s #1 lawn care company based on U.S. market share of professional lawn care companies. Fall, 2013 NorthStar Partners US Share Tracker.