The business challenge of TruGreen products
When winter wanes and spring starts coming into view, homeowners go into planning mode. Personalized lawn care company TruGreen wanted to get into the mindsets of these consumers—and get ahead of the competition—by inspiring people to go outside, enjoy life and maybe even do a little lawn care.
The brand tapped into IBM Watson Advertising’s deep understanding of weather’s impact on consumer behavior to cultivate the right combination of solutions, which leveraged a mix of accurate weather and location data, plus content advertising and native marketing on The Weather Channel digital properties.
To create a sense of excitement for consumers as they transitioned out of the winter season, IBM Watson Advertising developed a custom Spring Countdown sponsorship, leading up to the first day of spring. We also served high-impact first-screen takeovers across mobile, tablet and web during beautiful weather conditions, which reinforced the brand’s “Live Life Outside” tagline. Our custom Weather Targeting Outdoor Activity trigger and Location Targeting "DIY" location segment ensured that campaign creative was delivered to the right people at the right time.
In addition, The Weather Channel's editorial team created a branded content series called, "Amaze Me: Backyard Heroes," featuring amazing backyards using TruGreen products designed to encourage people to spend time outdoors. The content was served to consumers near home improvement stores and during optimal weather conditions for receiving personalized lawn care.
How TruGreen got results with their spring campaign
The campaign delivered on TruGreen's KPIs, with results that grew beyond key benchmarks:
- TruGreen reached a 0.45% CTR, more than 4x higher than Google Rich Media Benchmark.
- There was a 92% article completion rate on the TruGreen site.
- More than 2 minutes time was spent per visit.
- Ad awareness was boosted by 23% on weather.com, and 130% on The Weather Channel app.
What's more, the success of this media campaign led TruGreen to return for a second campaign, leveraging artificial intelligence with IBM Watson Advertising Conversations to help TruGreen recommend personalized lawn care plans for consumers.