Weed Man has been providing professional lawn care services across Canada, the USA and the United Kingdom for over 40 years.
To educate Canadians on how to create the perfect lawn and to answer common lawn care issues in a fun and engaging way.
Weed Man’s creative agency, CO-OP Advertising, partnered with Fifth Story to develop a multi-platform branded content campaign that leveraged paid, earned, shared and owned media. CO-OP and Fifth Story developed the program by leveraging “Lawn,” an existing campaign character created by the Agency for Weed Man’s TV campaign. The tag line, “Your lawn has a new best friend” along with Lawn and a real-life Weed Man retailer were all leveraged in the creation of the content.
The cornerstone of the program included 1 integrated video segment in a half hour lifestyle show, For Your Life, that aired on Food Network, HGTV, Slice, Showcase, CHCH and CHEK on weekend mornings. The video segment is featured in both the spring and summer For Your Life TV shows. Each program included a :30 TV spot airing on the Food Network and HGTV, social media campaigns on YouTube and Facebook, and native advertising.
Weed Man’s For Your Life segment was then edited to create three :60 online videos. All three of the videos were distributed via Fifth Story’s national network of online editors and bloggers. The videos were also promoted through digital content drivers directing traffic from premium websites to the videos on YouTube and Facebook.
The 2016 For Your Life campaigns successfully raised awareness of Weed Man through a combination of television, online, and social exposure.
National, local and specialized websites and blogs across Canada including – Yahoo, iTunes Podcast and Dailymotion – picked up the online videos. Earned media results were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement. To date, Weed Man’s online videos have received over 16,000+ YouTube & Facebook Video views.
segments as part of For Your Life TV show
direct response TV spot airing on Food Network, HGTV, Slice, Showcase, CHCH and CHEK
earned media video impressions
average view completion