The Objective
Scotts already dominates the lawn-care category, and their products are sold in every major retailer across the US. Where TikTok shined was in its ability to offer Scotts the opportunity to connect with a younger generation in a space where they're ultra-engaged. To that end, Scotts adapted their Super Bowl commercial featuring John Travolta for TikTok, with a chance for a sweepstakes prize. Scotts believed that if it could encourage TikTok users to go out to their yards, those consumers would think about their lawns and associate caring for them with the brand.
The Solution
Scotts had previously run a successful Branded Hashtag Challenge featuring Jason Derulo, so the brand was already enthusiastic about the offering's ability to deliver awareness and active engagement at scale. This time around, Scotts enlisted John Travolta—who joined TikTok to help launch this initiative—and his daughter Ella. Together they showed what it means to #DoTheScottsSlide, recreating a TikTok dance they’d done for ScottsMiracle-Gro's Super Bowl commercial. The Challenge encouraged users to go outside on their lawns and show off their best dance moves, while also inviting them to enter a sweepstake to win their dream lawn. Scotts partnered with TikTok's Creator Management team to source a range of funny, dance-forward creators. This included @kidrl and @yoleendadong, who seeded the #DoTheScottsSlide Challenge and rallied their audiences to get out on their lawns and in on the fun.
The Results
In just two days, Scotts's Branded Hashtag Challenge had resulted in 2 billion video views, 1.4 million user videos created and a 19% engagement rate. John Travolta also benefited from the campaign, amassing more than 1 million followers as a result of the Branded Hashtag Challenge.
