GROWING TRUST
THROUGH CREATOR
PARTNERSHIPS.
burpee case study
How The Social Bodega partnered with trusted garden creators to bring
Burpee products to life and inspire growers throughout the season.
GROWING
TRUST
THROUGH CREATOR
PARTNERSHIPS.
burpee case study
How The Social Bodega partnered with trusted garden creators to bring
Burpee products to life and inspire growers throughout the season.
Burpee is one of the most trusted names in gardening,
helping generations of growers plant, nurture, and harvest from their own backyard.
With more than a century of horticultural expertise, Burpee offers seeds,
plants, and gardening resources that empower people
to grow their own food, flowers, and connection to the land.
the
brand
Gardening is deeply personal. People learn best from
watching others grow, experiment, and share their experiences.
The opportunity was to bring Burpee into those real gardens.
Instead of one-off promotional posts, the goal was to partner with
creators who genuinely love gardening and could document
the growing journey throughout the season.
THE
CHALLENGE
Work with creators who authentically represent the gardening community,
Show Burpee products in real gardens from seed to harvest,
Inspire new growers while reinforcing trust with experienced ones,
Create content that educates, inspires, and feels natural to each creator’s audience.
THE
GOAL
Burpee is one of the most trusted
names in gardening, helping generations
of growers plant, nurture, and harvest
from their own backyard. With more
than a century of horticultural expertise, Burpee offers seeds, plants,
and gardening resources that
empower people to grow their own food, flowers, and connection to the land.
the
brand
Gardening is deeply personal. People learn best from watching others grow, experiment, and share their experiences. The opportunity was to bring
Burpee into those real gardens.
Instead of one-off promotional posts,
the goal was to partner with creators
who genuinely love gardening
and could document the growing journey throughout the season.
THE
CHALLENGE
Work with creators who authentically represent the gardening community,
Show Burpee products in real gardens from seed to harvest, Inspire new growers while reinforcing trust with experienced ones, Create content that educates, inspires, and feels natural
to each creator’s audience.
THE
GOAL
for BURPEE
what we did
Built a creator community
rooted in gardening
We partnered with eight creators across Instagram
and TikTok whose audiences already trust their gardening expertise.
Their content spans vegetable growing, flower gardening, and homestead life.
1
Balanced long-term and
moment-driven partnerships
Five creators documented their growing
journey throughout the season,
sharing the process from planting to harvest.
Three additional creators joined for shorter collaborations
tied to key moments in the season.
2
Brought Burpee products
into real gardens
Instead of scripted promotions, creators showed how
they actually use Burpee seeds and plants in their own gardens.
Their audiences followed along as plants grew,
challenges came up, and harvests came in.
3
Focused on education
and inspiration
Content ranged from seed starting tips to flower crafts,
harvesting vegetables, and practical gardening advice.
These posts helped new gardeners see what is
possible while reinforcing Burpee’s expertise.
4
Built momentum
across platforms
Creators shared content across Instagram and TikTok,
allowing the campaign to benefit from TikTok’s
engagement and Instagram’s reach.
5
for BURPEE
what we did
Built a creator
community
rooted in gardening
We partnered with eight creators across Instagram and TikTok whose audiences already trust their gardening expertise.
Their content spans vegetable growing, flower gardening, and homestead life.
Brought Burpee products
into real gardens
Instead of scripted promotions, creators showed how they actually use Burpee seeds and plants in their own gardens. Their audiences followed along as plants grew,
challenges came up, and harvests came in.
Five creators documented their growing journey throughout the season, sharing the process from planting to harvest. Three additional creators joined for shorter collaborations tied to key moments in the season.
Balanced long-term
and moment-driven partnerships
Focused on
education
and inspiration
Content ranged from seed starting tips to flower crafts, harvesting vegetables,
and practical gardening advice.
These posts helped new gardeners
see what is possible while
reinforcing Burpee’s expertise.
Built momentum
across platforms
Creators shared content across Instagram and TikTok, allowing the campaign to benefit from TikTok’s
engagement and Instagram’s reach.
1
2
3
4
5
A meaningful lift above typical influencer performance,
with more people choosing to engage rather than scroll past.
It reflects the power of pairing the right creators with the right stories.
+71% higher engagement
than benchmark
Burpee showed up from seed starting through harvest,
maintaining visibility during the moments that matter most to gardeners.
Instead of short bursts, the brand stayed part of the full growing journey.
A consistent presence across
the entire growing season
the RESULTS
these were
Creator partnerships expanded Burpee’s visibility across highly
relevant audiences while still feeling native to each creator’s voice.
The content reached new communities without losing the trust that makes it effective.
Reach at scale,
without losing authenticity
Audiences did more than view the content.
They engaged with it. Asking for advice, sharing progress,
and participating in the conversation, turning content into an active experience.
Real interaction,
not just impressions
By combining long-term partnerships with shorter activations,
Burpee now has a repeatable approach to influencer marketing.
One that builds momentum, strengthens relationships,
and improves performance with each season.
A creator strategy
designed to
grow over time
A meaningful lift above typical influencer performance, with more people choosing to engage rather than scroll past.
It reflects the power of pairing the right creators with the right stories.
+71% higher engagement
than benchmark
Burpee showed up from seed starting through harvest maintaining visibility during the moments that matter most to gardeners. Instead of short bursts, the brand stayed part of the full growing journey.
A consistent presence across
the entire growing season
the RESULTS
these were
Creator partnerships expanded Burpee’s visibility across highly
relevant audiences while still feeling native to each creator’s voice.
The content reached new communities without losing the trust that makes it effective.
Reach at scale,
without losing authenticity
Audiences did more than view the content. They engaged with it. Asking for advice, sharing progress,
and participating in the conversation, turning content into an active experience.
Real interaction,
not just impressions
By combining long-term partnerships with shorter activations, Burpee now has a repeatable approach to influencer marketing. One that builds momentum, strengthens relationships, and improves performance with each season.
A creator strategy designed
to grow
over time
TAKEAWAY
the
Gardening is not about perfection.
It is about learning, experimenting,
and watching things grow.
Creator partnerships work the same way.
By partnering with real gardeners and giving them space
to share their experiences, Burpee showed up in
the places people already go for inspiration.
And when a brand becomes part of someone’s growing journey,
trust grows right alongside the garden.
TAKEAWAY
the
Gardening is not about perfection.
It is about learning, experimenting,
and watching things grow.
Creator partnerships work the same way.
By partnering with real gardeners and giving them space to share their experiences,
Burpee showed up in the places people
already go for inspiration.
And when a brand becomes part of
someone’s growing journey, trust grows
right alongside the garden.
