When winter wanes and spring starts coming into view, homeowners go into planning mode. 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 The Weather Company’s deep understanding of weather’s impact on consumer behavior to cultivate the right solution, which leveraged a mix of WEATHERfx and JOURNEYfx, plus content and native advertising.
To create a sense of excitement for consumers as they transitioned out of the winter season, we developed a custom Spring Countdown sponsorship, leading up to the first day of spring. We also served high-impact Branded Backgrounds across mobile, tablet and web during beautiful weather conditions, which reinforced the brand’s “Live Life Outside” tagline. Our custom JOURNEYfx DIY portrait and WEATHERfx Outdoor Activity trigger ensured that campaign creative was delivered to the right people at the right time.
And lastly, our editorial team created a branded content series called “Amaze Me: Backyard Heroes”, featuring amazing backyards designed to encourage people to spend time outdoors. The content was served to consumers near home improvement stores and during optimal weather conditions for lawn care.
Media is where our business started, and what our advertisers have come to rely on. It's our heritage business of ad units and personalized experiences that reach a highly engaged user in a brand-safe environment.
From simple data elements like weather and location, to compound data products like custom audiences, WEATHERfx, and JOURNEYfx, we help marketers more efficiently and effectively target their consumers.