Quick Hit
TruGreen
The Red Thread to Relevance in a Disrupted Category
6,500+ earned mediaplacements per year
2.4B earned mediaimpressions per year
323,000 customersattributed to PR efforts Per year(yes, we know how to attribute earned media-influenced sales!)
The Ask
Use earned media to win in a crowded, seasonal, DIY-disrupted category and convert brand familiarity into real-world consideration and demand.
The Thread
Red Thread PR found the conversational whitespace between TruGreen’s high awareness and low customer acquisition and created a fresh, authoritative platform to turn lawn care from household chore to household pride.
The Approach
We choreographed a seasonally driven media strategy rooted in original data, timely storytelling and culturally relevant partnerships that made TruGreen part of the outdoor conversation. And, amplified earned media efforts in concert with paid, owned and social channel strategies.
The Impact
Category-leading share of voice (40%) turned TruGreen into the brand everyone heard—and trusted—first.
Bragging Rights
PR News Platinum Awards
Finalist, Marketing Communications Category
