GroundSmart®
Breaking ground for new growth
GroundSmart® Premium Rubber Mulch, a consumer brand within the IMC Outdoor Living division of Liberty Tire Recycling, is the leading rubber landscape mulch made in the United States. After consolidating their brand portfolio and retail presence, IMC Outdoor Living wanted to reintroduce the GroundSmart brand to landscapers and DIYers nationwide.
Disrupting the status quo
Every homeowner is familiar with the routine of putting down new mulch every year. Old habits are hard to break, and it was imperative to highlight the benefits of using GroundSmart Premium Rubber Mulch to consumers — appearance, durability, cost savings and performance. Educating consumers on the benefits would encourage them to embrace a new way of thinking when it comes to landscaping.
Not just your ordinary campaign
Our campaign championed homeowners who dare to defy convention, empowering them to “Outsmart the Ordinary” by introducing GroundSmart Premium Rubber Mulch into their landscaping routines. The team from G/L, now at Jump, carefully positioned the product as a superior mulch alternative for those ready to embrace something new by making annual mulching and landscaping chores a thing of the past.
Planting the seed
To generate awareness and retail sales, we launched a seasonal campaign perfectly timed to capitalize on peak landscaping season. Strategic ad placements were deployed across all major U.S. markets to drive consumers to key retail channels via social and digital platforms, including Google Search, Facebook, Instagram and YouTube.
Growing loyalty in a dynamic category
Brand equity and awareness of GroundSmart Premium Rubber Mulch is on an upward trajectory, building positive momentum with retail consumers for a product that was once unfamiliar. With 20 million projected impressions, our campaign laid the groundwork for making a significant impact in-store and online.
“We’re proud to launch our campaign and are encouraged by early sales results. We look forward to educating consumers on the many advantages of GroundSmart Premium Rubber Mulch, and continuing to build equity, awareness and sales for the brand.”
— Rich Muth, VP of Marketing at IMC Outdoor Living.
Core Deliverables
- Brand strategy
- Campaign theme development
- Creative development and design
- Video production and editing
- Paid digital strategy, deployment and management
- Paid social strategy, deployment and management
