Woman gardening with Osmocote logo

Case Study

How Osmocote® Drove Product Trial with Peer Influencers

Top Use Cases

Ratings & Reviews

User-Generated Content

Brand Advocacy



Scroll down to see how Osmocote® sprouted these impressive results


Pieces of User-generated Content


Mission Impressions


Increase in
Share of Voice


Retail Reviews


Engagement from Friends & Followers

For 50 years Osmocote®, an all-in-one nutrient-dense solution for plants, has been the brand that professional gardeners trust for plant nutrition. But the brand was looking to bloom more in the market.

The Challenge:

Osmocote® was confronted with the challenge of only reaching 39% of their target market. The plant-food solution needed a way to reach product-specific targets to increase loyalty, awareness, drive trial, and brand advocacy.

Activated 750 Passionate Gardeners from the Smiley360 Peer Influencer Community 

Using our robust segmentation capabilities, we identified participants within Osmocote®’s key consumer target—mid-aged active gardeners who invest their time and money considerably in gardening.

Woman wearing boots and red hat in gardening
Handful of fresh radishes

Delivered a Brand Experience During the Spring & Fall Seasons

Activated consumers were invited to join the “Osmocote® Difference Mission” and received a free Osmocote® product. Split into two 8-week phases, the campaign showcased both the planting season as well as the finished garden.

Sparked Reviews and Authentic Word-of-Mouth 

After experiencing Osmocote® during the Spring planting season and then seeing the finished results in the Fall, participants were prompted to share their experience with friends and followers across online channels.

Woman wearing apron in a garden
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