When the US Women’s Soccer Team decided to take a stand against playing the World Cup on artificial turf, the Scotts Company joined their cause.  Using Abby Wambach as a spokesperson, we created a multi-media campaign about the importance of real grass, #keepitreal.  Here is the video anthem to kick off the project.
Creative in social/digital channels amplified the voices of professional and collegiate athletes, explaining the dangers of playing on an artificial surface. Along with a real-time digital banner campaign following Abby and the team as they played.
After the World Cup ended, Scotts conducted research across its social channels.  The results were surprising–while creative was running, positive sentiment on Scotts social channels had increased by 105%.  On average, the content created for the #keepitreal campaign was shared over 30% of the time it was seen. 
And, most impressive, the campaign generated over 400 million media impressions. 
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