Social Video: Rating Lawns LADbible x Yates Weed 'n' Feed
Client: Yates Weed ‘n’ Feed
Transforming everyday lawn observations into a humorous, contemporary sport. The concept, "May the Best Lawn Win," reimagined lawn judging as an event where amateur backyard cricket enthusiasts evaluate suburban lawns.
Challenge & Objective
Challenge:
Develop social content that not only entertained but also felt entirely native to LADbible’s channels. The campaign needed to deliver a humorous take on a mundane activity while integrating product messaging in a natural, unobtrusive manner.
Approach
Concept Development:
Creative Idea: I devised the concept of turning lawn judging into a sport, where a panel of avid backyard cricket lads reviews and scores lawns across Sydney based on criteria such as length, greenery, texture, and even the lawn's ability to withstand a game of cricket.
Humorous Angle: The concept was designed to tap into the playful spirit of the target audience, using candid, irreverent commentary to make lawn evaluation entertaining.
Execution:
Assembling the Panel: An amateur judging panel was formed, comprised of individuals passionate about backyard cricket, ensuring authenticity and relatability.
Score Cards & Criteria: We developed clear, objective criteria for lawn evaluations, turning subjective observations into a fun, competitive sport.
Script & Product Integration: The script featured natural, off-the-cuff remarks—such as “clearly forgot to Weed ’n’ Feed”—that seamlessly integrated product references. An end frame card with Yates branding was included to solidify the connection.
Content Production: The entire process was geared towards producing highly shareable content that fit naturally on LADbible's social media platforms.
Impact
High Engagement: The campaign generated buzz on social media, with humorous content sparking conversation and engagement.
Authentic Brand Integration: The natural product integration via playful commentary and strategic end frame branding successfully communicated Yates’ message without feeling forced.
Audience Resonance: By transforming a mundane task into an entertaining sport, the campaign resonated deeply with LADbible’s audience, setting a new benchmark for native, engaging content.