On Cultivating Cultural Currency: Miracle Gro's Social Media Renaissance -- "It is important to note that our creator selection is hyper-specific – it’s a them or nobody mentality – because the crux of a creative concept is in direct alignment with who that creator is, what they stand for, and how they show up for their community." https://lbbonline.com/news/cultivating-cultural-currency-the-martin-agency-and-miracle-gros-social-media-renaissance