The pursuit of beauty
Helping Monrovia’s brand awareness blossom
Overview
Monrovia has been a leader in the horticultural space for nearly a century, combining craftsmanship and innovation to grow premium plants across the U.S. With a mission to “Grow Beautifully – Grow Confidently – Grow Responsibly,” they’ve built a reputation as one of the most trusted names in American gardening. Their core audience includes affluent homeowners aged 45 and above who are passionate about gardening and outdoor living. While we’ve previously partnered with Monrovia on demand-generation initiatives, a post-pandemic dip in brand awareness led them to seek a more comprehensive strategy to reinforce and expand their presence.
Objectives
Monrovia challenged us to develop a full-funnel marketing strategy that would reestablish their brand prominence. Our approach focused on raising brand awareness, strengthening preference among discerning gardeners, generating demand both online and in-store, and building anticipation ahead of the spring season. Each goal was closely aligned with specific messaging and creative tactics designed to move the audience smoothly through the purchase journey.
Execution
To meet seasonal and behavioral nuances, we introduced real-time weather targeting that optimized ad delivery during ideal gardening conditions. This approach drove a significant lift in both website traffic and physical store visits. Our media plan spanned paid social, search, programmatic display, video, and CTV — with tailored creative executions for each funnel stage. We employed a strategy of creative modulation, ensuring every audience touchpoint felt unique yet consistently aligned with Monrovia’s premium image, which helped avoid ad fatigue and improved engagement.
How it came to life
Transforming Monrovia’s campaign meant respecting their heritage while evolving their digital storytelling. We leaned into brand symbols like the green pot to anchor awareness, developed dynamic creative to showcase plant variety and quality, and adapted messaging to match retail goals for Lowe’s and independent centers. To spark early-season inspiration, we activated on Pinterest with Garden Design Guides that encouraged planning and creativity. The result was a campaign that was both emotionally resonant and performance-driven — allowing Monrovia’s brand to blossom across every channel.
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Increase in aided brand awareness
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Increase in purchase rate
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Increase in consideration
