Bonnie Plants has been empowering consumers to grow their own food for over 100 years. Eager to reach current and aspiring gardeners on the largest screen in their homes, Bonnie Plants partnered with their agency, VaynerMedia, and Roku to build a TV streaming advertising campaign.
The goal: To inspire more people to garden and grow their own fresh food.
The Strategy
Bonnie Plants wanted to drive awareness and purchase intent leading into the spring 2021 gardening season. By creating an omni-channel approach, the brand was able to reach viewers across their streaming journey.
“We chose to partner with Roku as part of our overall OTT strategy that drives awareness and purchase intent during critical periods. The secret sauce? Using Roku's ad platform, OneView, as we retarget and create a true omni-channel experience across our consumers' streaming journey."
- Bill Litfin VP, Marketing Activation & Media Performance, ScottsMiracle-Gro
The Campaign
Approach: Omnichannel
Media mix: Roku Brand Experience + TV streaming ads via OneView
Brand Experiences are customized ad spots that drive audiences from Roku’s home screen to a curated content playlist.
Bonnie Plant’s Brand Experience originated on Roku’s home screen and sent viewers to a microsite hub containing instructional and informative recipe videos produced by Tastemade, an award-winning creator of video content in the food category. The video content from Tastemade aligned Bonnie Plants with recipe content featuring fresh vegetables and herbs viewers could grow.
Next, Bonnie Plants launched TV streaming ads via OneView, retargeting those who saw the Brand Experience.
The Results
The spring campaign successfully drove awareness and purchase intent for Bonnie Plants. According to a brand lift study conducted by measurement partner, Kantar, all exposures were effective, but viewers exposed to both the brand experience and a streaming ad felt even more favorably.
Bonnie Plants saw a double-digit increases across nearly all brand metrics and attributes. Notably, they achieved:
- More than a 100% lift in awareness
- Increases in aided brand awareness, favorability, and purchase intent that were 3x higher than campaign averages on the Roku platform
"The real campaign hero in this story is Roku's ad platform. With OneView, we can easily retarget viewers after they've seen our ad or visited our website. There is power in taking an omnichannel approach with Roku's platform, and the results speak for themselves."
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