Dave Evans, senior account executive at Marcus Thomas, tells Marketing Daily that the company decided to take its message social to target gardeners 25 and older, both because of the budget benefits and because the company and agency were encouraged by the 2013 social media program Troy-Bilt did on Facebook, Instagram, Twitter and Pinterest. Social-driven responses were 50% above forecast, far exceeding media-driven.
"The social platforms and channels were new last year," says Evans. "And we found it very interesting that yard enthusiasts, people that don't find working in the yard a chore -- for them it's a point of passion -- were very willing to share their work, and their stories and passion about gardening with us; and we were surprised by how many conversations it generated among fellow enthusiasts." He says that since the new site launched on March 20, there have been some 17,000 visits. More here