Overview
Scotts partnered with Joybyte to evolve its creator program from individual campaign activations into an always-on ecosystem designed to reach new households, generate a scalable library of high-performing creative, and build deeper creator relationships over time. By expanding beyond traditional lawn care audiences and connecting the category to real-life outdoor moments, Joybyte helped Scotts create a creator-led growth system that supports organic social, paid media, retail, TikTok Shop, and Amazon.
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224
Creators
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187
Creator Assets
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100M
Impressions
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1048
Affiliates
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2071
Affiliate Assets
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1000
Units Sold
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2.2M
Video Views
Strategy
Joybyte built Scotts’ creator strategy around making lawn care more relevant, approachable, and actionable for a new generation of consumers. Rather than relying exclusively on traditional lawn care voices, the program expanded into lifestyle-first communities including new homeowners, young parents, Spanish-speaking consumers, health and wellness audiences, and outdoor enthusiasts. Creators became both a distribution channel and a source of continuous consumer insight, helping Scotts identify the audiences, messages, products, hooks, and seasonal moments most likely to resonate.
Execution
Joybyte developed an always-on creator ecosystem spanning multiple products, regions, retailers, seasons, and audience personas. Content continuously tested educational storytelling, product how-tos, seasonal lawn needs, retail moments, and lifestyle-driven narratives, with performance signals informing what the program explored next.
High-performing organic content was extended into paid media, while TikTok Shop created a direct connection between creator discovery and purchase behavior. Together, these channels created a continuous feedback loop: creators generated content, audiences revealed what resonated, and those learnings informed future creative, media, and commerce strategy.
Results
Scotts transformed creator marketing from a series of activations into a scalable growth and learning engine. The program successfully reached consumers beyond the traditional lawn care audience, built an expanding library of reusable creative, and identified creator content capable of outperforming traditional brand creative in paid media. TikTok Shop also extended the impact beyond social commerce, providing new audience and creative insights while contributing to broader marketplace demand.
Most importantly, Scotts now has an established roster of proven creators, a system for identifying and scaling winning content, and a growing body of consumer insights that can compound season after season. Rather than starting each campaign from scratch, the brand has built a creator infrastructure designed to learn, optimize, and scale over time.
