Putting the Nursery Pros Front and Center on Social

Moon Valley Nurseries is the largest box tree grower in North America, designed to be a one-stop shop for customers. While the brand had a solid social presence driven by trending audio and memes, the content didn’t set it apart in a crowded industry. To capture a shrinking share of wallet, we needed to move beyond trends to showcase what truly makes Moon Valley different: their expertise.

Our goal

Shift the social strategy from “trend-focused” to “ownable education.” We aimed to position the brand’s “Nursery Pros” as the authoritative voice in the industry, inspiring audiences to trust Moon Valley with their dream outdoor projects.

Strategy

We developed a comprehensive video-first strategy that spotlighted the Nursery Pros as approachable experts.

Talent Development: We identified personable staff across various locations and coached them to feel comfortable on camera, enabling them to share plant knowledge and care tips.
Data-Backed Content Buckets: We categorized posts into Education, Entertainment, and Inspiration. Our data analysis revealed that educational content significantly outperformed other types, validating the pivot to expert-led video.
Consistent Capture: We established a monthly production cadence to ensure a steady stream of authentic, face-to-camera advice.

The result

By focusing on the people customers actually engage with—the Pros—we built a foundation of trust that extends the customer relationship far beyond the initial purchase.

254% Increase

in engagement rate, jumping from 0.8% to 2.7% year-over-year.

11% Audience Growth

Growth in audience, adding 9,400+ net new followers.

Viral Series Success

Launched “My Favorite Tree,” an expert-led series that earned 332,000+ views across just 9 posts.

Testimonials

I’ve had the pleasure of working with MassMedia for more than 10 years and they have helped us in so many ways, strategically and executing on multiple campaigns. Every meeting I have with them is exhilarating because they have so many creative ideas for how we can connect with the communities and customers we serve. It’s something that has impressed me for years.

I have been working with the MassMedia team for more than seven years. They are highly engaged, proactive and truly care about offering marketing strategies that address what we’re facing both as an organization and within the healthcare industry. The team is creative, attentive and truly a pleasure to work with.

I have had the pleasure of working with the MassMedia team for more than 6 years. From the very start, they showed a profound understanding of our services and a commitment to delivering quality work. In a world where marketing agencies often over promise and under deliver, MassMedia truly stands out. They don't just bring innovative marketing business solutions, they build metrics and tracking to ensure the campaigns yield results.

When I started my search for a new advertising agency in 2020, I wanted a firm who not only understood my vision but one that would execute that vision as a true partner. MassMedia has exceeded my expectations in both areas. They are a group of talented individuals with an unmatched ability to create impactful marketing strategies that work cohesively to drive our business forward.

When we were looking for a new PR partner, we sought to align our marketing team with a company that really would “get us.” From the start of our collaboration with the MassMedia team, it was evident that they are not your average PR professionals. Beyond professional achievements, the MassMedia team is a pleasure to work with – simply put, they get us. We are excited to continue our partnership with them for many years to come.

In our collaboration, MassMedia has consistently exceeded our expectations, bringing an unmatched expertise in public relations, marketing, community integration, advertising, and design. Their innovative approach has not only rejuvenated our brand presence, but also seamlessly integrated our business into the construction and design community, bolstering and creating invaluable relationships and avenues for growth and enhancing our customer base.

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