Marketers need to be engaged with social media trends to create impactful campaigns. Miracle-Gro's 'Full Bush Summer' campaign, inspired by a viral TikTok video, promotes body positivity regarding pubic hair. The campaign's proactive development by The Martin Agency aims to establish a larger cultural moment beyond social media. It emphasizes themes of growth, empowerment, and self-expression. The campaign includes organic and paid social placements, merchandise giveaways, and influencer partnerships, portraying a playful yet sincere message aligned with Miracle-Gro's brand identity.
As with almost every contemporary trend, 'full bush in a bikini' kicked off with a video on TikTok that now has over 17 million views.
The campaign, which will run across organic and paid social with digital banner placements, merchandise giveaways and an influencer partnership, is the type of lightning-in-a-bottle moment that marketers are always looking to capture.
This concept is a bit edgy, but it is really true to our roots and our brand purpose, which is encouraging growth, empowerment and self-expression through gardening.
They brought it to me, and I was like, 'This is bigger than one post. This is bigger than just a social moment.'
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