Transforming social buzz into in-store sellouts

The solution

Putting the product to the ultimate backyard test

FITT’s competitors had minimal social media presence, which presented a unique opportunity for FITT to dominate. We used this white space to take buyers from “Hmm, any of these garden hoses will do,” to “I’m looking for that lightweight hose that I keep seeing all over my social feeds.”

Our creative strategy would bring the product to life and drive demand through both needs-based and have-to-have consumer mindsets.

The ENV team crafted a full-funnel, integrated campaign that amplified FITT’s unique value prop of premium, durable, compact garden hoses engineered for real-world performance. 

With minimal brand equity in the U.S., an extremely broad audience (appeal and buyers are split among men and women, ages 26 to 70+), we leaned into a powerful insight: the first test of a garden hose usually happens in your own backyard. 

So, we put FITT hoses to the test in every way possible to communicate that hands-on confidence. This meant showcasing the product in action to get as close to a “product-in-hands” experience as possible through our content. 

Leveraging social proof and user testimonials, we transformed content creators into compelling brand ambassadors.

From the “Puppy Chew Test” to the “CrossFITT Challenge,” each piece of content showcased strength, flexibility, and ease of use, sparking brand recall and confidence. 

Additionally, we activated a scrappy, all-hands-on-deck approach to meet the aggressive launch window. Our team developed their own authentic content that not only met the in-market need, but continues to perform with 7–11% CTR on Meta (well above the 1.18% benchmark).

We built strong brand affinity and recall, and lit up a path from online engagement to in-store purchase that turned awareness into measurable sales impact.

We moved from kickoff to in-market launch in just 52 days, using speed and storytelling to take early-season ownership of a newly competitive space.

The strategy

Geo-targeted, weather-aware, and scroll-stopping

With a $125,000 media budget spread from March through June, Envisionit deployed a high-impact, cross-channel plan using paid social, paid search, programmatic, influencer marketing, and user-generated content (UGC).

Highlights included:

• Precision geotargeting around every Menards and Walmart location that carried FITT products, layered with in-market audiences for home and garden shoppers.
  
• Weather-based campaign timing using USDA plant hardiness zones to activate spend only in regions where spring had truly sprung.
• Dynamic creative that stopped thumbs in their tracks, including high-performing formats like carousels and short-form video that brought the “product-in-hand” experience to life.
• Influencer partnerships with mid- and micro-tier creators whose content not only generated engagement but outperformed traditional media placements.
• User-generated content (UGC) seeding that sent products to creators in exchange for authentic content and expanded reach.
• Tactical paid search that drove traffic to FITT’s owned site and retail partners, optimizing for conversion and retailer compliance.

The results

From shelf to cart with impact and influence

The campaign delivered results that far exceeded industry norms and put FITT on the map as a go-to garden brand.

*Note, due to opt-ins, we are only capturing a fraction of the actual number influenced here. Additionally, we are not able to drive paid search ads to Walmart site for legal reasons so in-store visits are lower.