Case Study
Inspiring a New Generation of Gardeners
Kellogg Garden Products
Kellogg Garden Products makes organic soil products available at Home Depot locations nationwide. Their mission extends beyond product sales: demystifying organic gardening to make it accessible to everyone. Despite having talented in-house artists creating visually compelling content, they struggled to convert views into meaningful engagement or drive customers to retail locations.
Industry: Consumer Packaged Goods / Organic Gardening
Location: Carson, California (Products available nationwide)
Project Scope: Strategic video and photo content production built on behavioral psychology framework to drive engagement, retail traffic, and organic gardening adoption across social media and YouTube platforms.
Solution Provided: Director of Photo and Video Kory Kearney led Deksia's behavioral-based approach to content creation, understanding audience psychology before making production decisions. Educational content showed families using organic products in relatable contexts—apartment balconies, small yards, first-time gardens—making organic gardening feel accessible rather than aspirational.
The Challenge
Kellogg Garden Products had talented artists creating visually striking content. The photography was professional. The video production quality was high. Individual pieces won praise internally and looked impressive in isolation.
The problem: the work wasn't moving business metrics or changing behavior.
Content existed without strategic alignment. Artists created what looked good rather than what would perform against specific audience needs at specific stages of engagement. The brand produced content because content was expected, not because each piece had a defined job to do.
The questions that needed answering:
- How do we convert viewers into practitioners who actually start organic gardening?
- How do we make organic growing feel accessible rather than aspirational?
- How do we drive foot traffic to Home Depot rather than just building passive audience awareness?
- How do we create content that people share because it genuinely helps them?
The conventional approach—hire better videographers, upgrade camera equipment, study competitors' content styles—would have missed the actual problem. Great production quality without strategic clarity produces expensive content that doesn't perform.
The Solution
Behavioral Framework Over Equipment: When Kory Kearney gets asked "What camera should we buy?" his response reveals why Deksia's approach works differently: that's the wrong question. Great video isn't equipment. It's understanding what job the video needs to do. Production decisions must flow from psychological understanding, not aesthetic preferences.
Strategic Content Architecture:
- Belief Activation: Connected organic gardening to existing desires for healthier food and safer outdoor spaces rather than creating new desires.
- Demystification Through Demonstration: Showed families using products successfully in relatable contexts—apartment balconies, small yards, first-time vegetable gardens—making organic gardening feel achievable.
- Accessibility Signaling: Featured real families in authentic home settings rather than aspirational garden showcases. Demonstrated results-in-progress rather than only finished perfect gardens.
- Ecosystem Connection: Linked individual gardening choices to broader environmental benefits—healthier soil, beneficial insects, reduced chemical runoff—without being preachy.
- Retail Activation: Each educational piece included natural bridges to Home Depot as "here's where you get what you need to start today" practical guidance.
The Results
Within One Year:
- Double-digit social media follower growth across platforms
- YouTube audience nearly doubled with sustained growth continuing beyond initial campaigns
- Watch time increased 33% as viewers stayed longer because content delivered genuine value
- Shares jumped 50% as people forwarded content because it helped them, not just entertained them
- Comment sections shifted from passive appreciation to active questions and success stories
Behavioral Impact:
- Viewers increasingly mentioned specific Kellogg Garden Products by name when discussing their organic gardening projects
- Home Depot store associates reported customers arriving with specific product knowledge from video content
- Tutorial series showed sequential viewership patterns indicating people following complete learning pathways
Mission Achievement: Content successfully positioned Kellogg Garden Products as educational resource first, product provider second—building trust that converted to loyalty. The brand achieved measurable progress toward its mission: making organic gardening accessible and approachable for newcomers.
Most importantly: people genuinely started organic gardening because the content made it feel possible.
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