3 years
Embedded inside Home Depot’s Garden Club CRM
Real Growers. Real Advice.
The Brief
Gardening felt out of reach for the everyday person. Between expert lingo, Instagram-worthy gardens, and aisles packed with options, people didn’t know where to begin.
Miracle-Gro wanted to change that, to be the spark that gave new gardeners the confidence to dig in. The goal wasn’t just to sell potting mix; it was to grow self-belief. By partnering with Home Depot, the brand could turn that spark into something real, a reason to visit, learn, and grow.
My Role: Strategic Lead · Creative Direction · Production Oversight
The Work
We built a movement, not a marketing campaign. The Gardenieres were real gardeners from across the country, local experts with dirt under their nails and stories to share. Backyard tomato patches in the Midwest. Rose bushes in the suburbs. Rooftop vegetable gardens in Brooklyn. Proof that anyone, anywhere, could grow something.
As program lead, we directed the Gardenieres episodic content partnership with Home Depot, connecting inspiration with retail conversion through storytelling, creative direction, and in-store integration. The program created a true community that shared knowledge and encouragement, and the approach resonated beyond content, earning a Home Depot Marketing Innovation Award for connecting brand storytelling to real in-store results.
Why It Hits
Gardenieres turned inspiration into action, not with picture perfect gardens, but with real ones. Miracle-Gro celebrated people with dirt under their nails and stories worth sharing, proving that progress starts wherever you plant it. Partnering with The Home Depot took that story straight to one of the most engaged audiences in home improvement.
For three years, Gardenieres content lived inside Home Depot’s Garden Club, showing up in inboxes, not just ads. Roughly 36 feature sends reached millions of opt-in subscribers during peak gardening season, each one packed with how-to advice and seasonal confidence. One highlight alone hit more than 4.2 million members.
Miracle-Gro’s storytelling became part of Home Depot’s trusted ecosystem, turning expert tips into real-world momentum, brand lift, and in-store movement. This was not about selling potting mix. It was about planting confidence.
By the Numbers
~36 sends
Feature sends across peak gardening seasons
millions
Opted-in Garden Club members reached
4.2M+
Members reached in a single seasonal feature
Gardenieres Everywhere
TV, editorial, in-store, live events, and on-set moments, all connected through one program that met gardeners wherever they were.
TV Spot: Gardenieres launched nationally on HGTV, using real gardeners and practical advice to build credibility before consumers encountered the brand in-store or online.
In-Store: In-store, Gardenieres connected seasonal advice directly to the products needed, clearing the guesswork and helping shoppers feel confident in what to buy and why.
IRL: Gardenieres came to life offline through community workshops like the Garden Party, where hands-on advice built trust face to face and carried outward through word of mouth and local communities.
Built on Set: Gardenieres content was built on set with real gardeners, keeping clarity, utility, and story front and center.
BTS: Behind the scenes moments captured the human process behind Gardenieres, extending the story beyond a single shoot.
In Recognition: Recognized with The Home Depot Marketing Innovation Award for storytelling and collaboration.