Earth’s Ally

Challenge: Earth’s Ally – a ready-to-use weed and grass killer that’s a safer alternative to harsh chemicals – engaged The Motherhood to create an influencer campaign during the spring season to deliver results-driven content to illustrate how the product works.

Solution: The Motherhood put together a diverse team of TikTok and Instagram creators in the home and garden and lifestyle space, as well as pet parents, to showcase how the product worked in their environments and reinforce their message of “Safe for people, pets and the planet.” The primarily-video campaign included Instagram Reels and TikTok videos to visually educate consumers about how to use the product, reinforced through compelling before and after imagery. The Motherhood then boosted the content on both Meta and TikTok, strategically targeting those with interests such as home and garden, sustainable/eco-friendly products, pet friendly, etc.

Results: The team of eight influencers developed 41 unique pieces of content, overdelivering on the client’s content goals by 70 percent. Instagram engagement rates were 1.75x higher than industry average. The organic and boosted content drove more than 24,000 clicks to the Earth’s Ally website and more than 240,000 video views.