Scotts® Transforms Lawn into a Content Studio, Community, Classroom and More

America’s #1 brand of lawn care products, Scotts, is transforming a healthy, green lawn into ‘Lawnstream’ – an always-on content studio highlighting all the exciting and enriching activities that happen on a healthy lawn.

Lawnstream uses a suburban backyard as the brand’s canvas for 24/7 content from product tutorials to little moments of entertainment, tentpole experiences, and more. Activities on the lawn are streamed live on YouTube by Earthcam, the world-leading network of live streaming web and traffic cams, which in turn feeds a wealth of content for Scotts’ social channels.

“From childhood memories of playing catch, to backyard barbecues and nights under the stars – a lot of life’s great moments happen on our lawns. We want Lawnstream to be a reminder of that feeling,” said Nick Bayne, group brand creative director at ScottsMiracle-Gro. “Unmanicured, and in real time, Lawnstream is inviting America to come on this lawncare journey with us to see just how easy it is to live your best lawn life.” Added Nick, “And who knows, maybe you’ll spot a critter, catch a sun shower, or stumble upon a little surprise!”

Lawnstream was created by and produced in partnership with creative data agency Performance Art, who became Scotts’ digital innovation agency in January 2023. Media support is provided by Scotts’ media agency, MediaHub.

“Our vision for Lawnstream is to create a powerful, innovative, always-on content platform on which we can create relevant, transparent, cohesive content, 24/7, across the seasons – and then deploy that content using up-to-the-second audience targeting across web, app and social channels,” says Alex Sprouse, Group Creative Director at Performance Art. “The possibilities are endless. We’re developing content that’s fun, content that’s educational, and content that seamlessly ties into Scotts’ marketing ecosystem including tutorials featuring Scotts products and QR codes for retail promotions that pop up on the lawn as scannable easter egg moments.”

Scotts has already used the Lawnstream platform to help viewers care for their lawn during the summer heat, used laundry day as a retail driver, and conducted a full day of work on the lawn for National WFH Day. A variety of wildlife visits the lawn, which spawned a discussion on Scotts’ Instagram channel to choose a name for the baby deer that often frequents the lawn.

Tune in to the Lawnstream feed today at 4pm EST for Goat Yoga. Upcoming events will include backyard wrestling, a Corn Dog Cornhole Challenge, the Fall Haul Music Fest, and of course, lots of great tips for caring for the perfect lawn.

Be sure to also check out the content Lawnstream is inspiring on Scotts’ Instagram feed.