Case Study: Scotts Miracle-Gro achieves 300,000+ SMS subscribers and 27.3% email growth with Optimizely

Scotts Miracle-Gro creates a super-sized campaign for the Super Bowl in partnership with Optimizely

Scotts Miracle‑Gro, a leading lawn and garden company, launched its first Super Bowl campaign in 2021 to capture first‑party data and build an SMS program—specifically to collect email addresses and phone numbers and grow its consumer database during a six‑week campaign.

Partnering with Optimizely, Scotts ran the “Dream Lawn and Garden Giveaway,” using the Optimizely Data Platform for text‑to‑subscribe management, SMS/MMS and email automation, custom interest fields, PIM-driven data curation, and compliance. The campaign delivered more than 300,000 new SMS subscribers, grew the email database by 27.3%, and provided richer, insight‑led consumer profiles for ongoing personalized communications.

Scotts Miracle-Gro

Amanda Scarnechia

CRM Marketing Manager