GreenView Fairway Formula
Transforming Lawn Care Marketing with Data-Driven Strategy
How do you conquer the competitive landscape (get it…landscape)?
The Market Challenge
No one understands grass like GreenView—a trusted name among championship golf course groundskeepers for over half a century. But breaking into the consumer market wasn’t easy. With Scotts dominating shelf space and brand awareness, GreenView struggled to gain traction with homeowners. Limited in-store presence meant limited credibility, and without a strong digital footprint, consumers weren’t recognizing GreenView as a premium lawn care solution.
Planit's Full-Funnel Marketing Solution
To change the conversation, we redefined how GreenView connected with its audience—shifting the focus from product specs to trusted expertise, proven performance, and real customer success. Our in-house team developed a strategic, insight-driven marketing approach that repositioned GreenView as the preferred choice for homeowners looking for professional-grade lawn care.
By leveraging data-backed audience insights, we identified key messaging opportunities that resonated with modern consumers. Instead of just competing with Scotts on brand recognition, we focused on differentiating GreenView’s superior formula and results through a multi-channel approach—driving awareness, engagement, and conversion.
Creative Strategy & Execution
A Multi-Channel Performance Marketing Approach
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Website Experience Optimization
Created a more intuitive, conversion-focused site experience that emphasized GreenView’s competitive advantage.
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Paid Search & Social Performance
Targeted the right audience segments with high-intent messaging to drive engagement and sales.
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Influencer Marketing & Brand Advocacy
Partnered with lawn care enthusiasts and industry voices to generate authentic recommendations and brand trust.
Website
There’s a lot of competition at the store level, leaving GreenView with limited shelf and floor space. So we made it easy to learn about and shop GreenView products online through our Long Live Your Lawn campaign landing page.
Paid Search & Social
No one out-sciences our digital team. By leveraging audience, geographic, budget, and creative data through paid search and social ads, we not only surpassed our initial goals but also outperformed our leading competitors, capturing a larger market share YoY. Translation: these efforts led to lots of green.
Influencers
In Spring 2024, we partnered with two influencers to create video and static assets. The formula was simple: Lawn care influencers + GreenView’s advanced science = GreenView knows what your lawn needs.
47%
INCREASE IN SALES
Increased conversions for GreenView Spring Fertilizer through optimized digital targeting and consumer engagement.
34%
MARKET SHARE EXPANSION
Strengthened GreenView’s position in the competitive lawn care market and increased Buy Now button clicks
11.7M
PAID MEDIA IMPRESSIONS
Maximized visibility across search, social, and display advertising.
28%
INCREASE IN PAID CONVERSION RATE
Enhanced audience targeting and conversion pathways for higher efficiency.
28.3K
CONSUMER ENGAGEMENTS
Amplified brand conversations and interactions across platforms through our influencers.
1.2M
VIDEO VIEWS
Drove awareness through our influencers and using compelling, high-impact creative.
