Miracle-Gro '#springmoji' by 360i

Miracle-Gro "#springmoji" by 360i.
Miracle-Gro "#springmoji" by 360i.

Fertilizer brand cultivates social media engagement with emoji characters

Despite snow covering the East Coast of the US, today is the first day of spring. In celebration of the vernal equinox, Miracle-Gro is "planting" a garden of emoji characters in a campaign sprouted by 360i.

Every time a Twitter user employs a new plant-based emoji with the hashtag #Springmoji, the fertilizer brand will ‘plant’' an emoji in its digital garden. The virtual flora is visible on website springmoji.com.

The project sprung to life in a collaboration between 360i and developer Matthew Rothenberg, who created emojitracker.com.

Campaign credits

Client: Miracle-Gro
Agency: 360i
Chief Creative Officer: Pierre Lipton
Group Creative Director: Megan Skelly
Creative Director, Copywriter: Daniel Bremmer
Creative Director, Art Director: Alex Shulhafer

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