Scotts LawnService is using neighbors' negative opinions of unkempt lawns to its advantage in a new digital campaign. The campaign, "The Opinions Next Door," uses videos of people interviewed about scruffy lawns in their neighborhoods, coupled with direct mail and geo-targeted banners. "One of the advantages of digital and a reason to focus on it is you can be targeted and local," said Keith Baeder, vice president of marketing at Scotts.

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