Case Study: Scotts Miracle-Gro builds trust and strengthens corporate reputation with Zeno Group's GroMoreGood campaign

Scotts Miracle-Gro boosts brand favorability 52% with Zeno Group

Scotts Miracle-Gro Company, a major lawn and garden products marketer, faced a challenge to its corporate reputation. The company was perceived as a chemical company by key audiences like millennials despite its efforts to make its products safer. Zeno Group was engaged to help address this reputational challenge and build trust.

Zeno Group developed and launched the GroMoreGood campaign, a multi-year corporate reputation program. This purpose-driven initiative used a paid, earned, and owned communications strategy to connect the company's values with those of millennials. The program successfully inspired trust, with nearly 90% of millennial consumers reporting the purpose inspired trust in the company. It also led to a 52% increase in brand favorability and a significant 19.8-point lift in the perception of Scotts Miracle-Gro being a good company.

Scotts Miracle-Gro Company