As the granddaddy of lawn care, Weed Man needed to remind Canadians that they are experienced, trusted and represent a friendly face in their community. It was time to redefine the brand positioning and undergo a massive overhaul throughout the nation.
Good lawn care is really about the relationship between Weed Man and the customers’ lawn. We brought this idea to life with the “Your lawn has a new best friend” campaign and the introduction of two BFF characters – Weed Man & Lawn. The campaign was applied nationally across Digital, Online Video, Social, Print and customized Local Marketing Packages for 122 Franchise Locations.
Thanks to a radical update to the Weed Man brand voice, an overhaul of media channels, and a healthy franchise support system, Weed Man maintained their leadership, despite growing competition in the lawn care industry. Social channel participation grew by 31% and the reach of social also grew by more than 2000%. But perhaps the most important metric was the growth of the online leads and conversion rates on Weed Man Canada’s website, which increased by 15.8% year-over-year.
CO-OP provided a turnkey solution to our franchise network and they played a key role in developing strategic solutions and communications that helped us reach our objectives.