The first day of spring is THE big moment for Miracle-Gro. It's the day when people can finally get back into their gardens after a long winter. Winter in 2015 was particularly brutal and the first day of spring landed on a Friday, leaving many hopeful gardeners stuck at their desk with their aching green thumbs.
Miracle-Gro created Springmoji, the worlds first crowd-sourced Emoji garden. We invited people everywhere to plant something on the first day of spring by tweeting one of the twelve plant based emoji with #Springmoji. We tracked the tweets real-time and planted them in our garden at Springmoji.com.
In one day, we planted 143,596 Springmoji. The campaign earned 1.1 million impressions and was covered by 14 media outlets, including Campaign US and Co.Create.
CW: Anna Wehr
AD: Gustavo Sato
CD: Daniel Bremmer & Alex Shulhafer
GCD: Megan Skelly