TruGreen + LT: Cultivating Lawns and Lifestyles for a New Generation of Homeowners

The Challenge

TruGreen, a leader in lawn care services, partnered with LT to address a critical business need: reaching a more diverse, modern homeowner audience while evolving their brand from simply selling lawn treatments to promoting an aspirational lifestyle centered around the pride of lawn ownership. Along the way, TruGreen also wanted to better understand their primary decision-makers and how to engage them authentically across their organic social efforts.

The Insight

Through ongoing testing, data analysis, and social listening, we uncovered three pivotal insights:

• Women of the household were often the primary decision-makers when it came to lawn care services, despite a traditional focus on male homeowners in this space.
  
  
• Homeowners weren’t just buying a green lawn; they were buying the experience and pride of outdoor living, entertaining, and creating memories on their lawns.
  
  
• New generations of homeowners were not as enchanted with their lawn as previous generations and needed a reason to care about lawn upkeep and connecting with their outdoor spaces.

Our Approach

Over years of partnership, we collaborated with TruGreen to build an integrated social media strategy that:

• Blended lifestyle and product messaging to position TruGreen as a brand that understands the value of a well-loved lawn.
  
  
• Shifted from sentiment-focused metrics to active engagement, driving meaningful interactions that translated to loyalty and advocacy.
  
  
• Balanced local community-building with national campaigns, ensuring relevance at both neighborhood and brand levels.

Content Highlights

• Campaigns like Ready, Set, Flamingo, Spring Madness, and Lawn Goals drove record-breaking engagement, combining humor, entertainment, and lawn pride.
  
  
• Educational initiatives demonstrated the value of professional lawn care over DIY solutions, freeing up homeowners’ time for what they love.
  
  
• Influencer collaborations showcased TruGreen’s expertise and invited customers behind the scenes.
  
  
• Giveaways and surprise and delight community moments deepened emotional connections and made customers part of the TruGreen story.

The Results

Our partnership has delivered measurable business and brand impact:

• Consistent YOY follower and engagement growth, with video and scalable, community-driven content leading performance.
  
  
• Hero campaigns achieved up to 72% engagement rates on platforms like Instagram, far surpassing industry norms.
  
  
• Lead generation through social activations broke records, with campaigns like Ready, Set, Flamingo producing the highest ratio of non-customer to existing customer submissions, driving new business.
  
  
• Integrated paid and organic strategies improved cost efficiency and maximized reach, engagement, and conversions across channels.
  
  

The Impact

Together, we helped TruGreen evolve from a service provider to a brand that celebrates living life on your lawn. TruGreen is now seen not just as the team that keeps your grass green, but as the partner that helps homeowners make the most of their outdoor spaces.