Grass Seed USA, a coalition of grass seed farmers and turf grass academics, had a mission to educate and influence through a We Seed America campaign spanning traditional and digital channels. While its digital presence was growing, LANE spotted an under-the-radar opportunity for Grass Seed USA to drive active engagement and interaction across all its social media channels.
LANE leveraged a pop culture event to connect with key audiences: NCAA March Madness. Hence, the America’s Greatest Lawn Contest was born, offering a “Final Four” of well-known lawns to be winnowed by America. The fun, tongue-in-cheek promotion would drive social sharing, reach and engagement, as well as foster pride in natural lawns.
America’s Greatest Lawn Contest spurred a 3,900-percent increase in average post engagement, more than 2,000-percent increase in average monthly Facebook shares, and a 70 percent increase over average monthly website traffic. Following the contest, the month-over-month post engagement rate soared 187 percent, and the top-tier media market of Seattle jumped on the win with a full segment on the winner. Like the NCAA tournament, the contest will now be an annual event.
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