SOCIAL MEDIA
Bonnie Behind the Scenes
My work with Bonnie Plants became my most comprehensive project at Scotts Miracle-Gro. Bonnie Plants sought to elevate its social media presence. Crucial to that effort was moving away from stock images and generic infographics, and making content more engaging and relevant to followers.
To bring this vision to life, we developed the Bonnie Behind the Scenes series. This series was designed to give followers a closer look at the strong foundation of the Bonnie brand and the care the brand invested in growing the plants that ultimately reach consumers' gardens. The overarching goal was to create a space where gardening enthusiasts could feel even more connected to their hobby and more inspired to try out new varieties and projects.
With over 70 Bonnie Plants greenhouses across the U.S., we had the ideal opportunity to bring a wide audience into the heart of our operation. In May 2024, the Bonnie Plants brand team visited our Oxnard, CA location. We asked them to capture moments throughout their trip. At that same time, I visited the Marysville, OH location with my team to film our own content. During both trips, we highlighted Bonnie’s heritage through employee interviews, shared behind-the-scenes glimpses into daily routines, and offered a preview of exciting new plant varieties. After gathering this material, we developed a content calendar and rolled out posts throughout the summer.
The Bonnie Behind the Scenes series resonated strongly with our audience. Our engagement rate consistently exceeded 3%, with some posts reaching up to 8%. One post became Bonnie's top-performing post of the year. It was clear that our followers appreciated this authentic content, reinforcing the value of sharing candid moments.
Below are examples of Bonnie Behind the Scenes content shared on Bonnie Plants’ Instagram, @bonnieplants:
Ortho Scourge PSA
Ortho’s social media team set out to produce a new way of providing information and advice for handling seasonal pests. Their goal was to move away from the standard problem-solution format. As leader of this effort, I created a video series titled Scourge PSA. The series delivered science-based information in a lighthearted and engaging way.
To prepare for the series, I identified those pests most likely to become issues in the coming months. I collaborated with our Research and Development team to gather relevant facts. This research included identifying useful and attention-grabbing details about each insect's habits, locations, life cycle, and tips on prevention and control. From these insights, I crafted talk tracks for our summer 2024 intern, who filmed the videos and served as our on camera personality. She and I created four videos and released each one as the featured pest became more of a seasonal concern.
The Scourge PSA series successfully boosted both engagement and follower growth on Ortho’s social channels, providing a model for more dynamic, engaging video content in the future.
Below are examples of Scourge PSA content shared on Ortho’s Instagram, @ortho:
