Turning Lawn Data Into a Brand Story
Reframing lawn care as culture — a branded content platform built for PR, owned, and shareable storytelling.
Context
Cub Cadet commissioned a large-scale study to better understand how Americans think about lawn care, mowing habits, and the culture around them. The result was The Lawnual Report, a research-backed content platform built to turn category insight into brand storytelling.
Challenge
The challenge was turning a dense body of research into ideas that felt entertaining, shareable, and designed for the channels where audiences already engage.
Insight
The strongest findings already had humor, tension, and identity baked in. The job was to pull those out and shape them into storylines that could travel across social, owned content, and PR.
Role
I helped shape the social-first storytelling approach for launch, guiding art directors and copywriters on channel best practices, identifying the findings with the strongest platform fit, and translating the research into a steady stream of audience-friendly content.
Execution
Translated a large national study into a channel-ready editorial system built around short, high-interest insights.
Led creative partners on adapting research into platform-specific content that felt native, clear, and easy to share.
Supported a broader integrated rollout that extended the research beyond a press release into a branded content destination.
Impact
The Lawnual Report made the category feel bigger than the product. Instead of talking only about mowers, the campaign turned lawn care into a conversation about behavior, identity, and culture. That gave Cub Cadet a more distinctive way to show up: less like a manufacturer pushing features, more like a brand with something interesting to say.
Work
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