This is a case on how to colour people’s opinions of laundry through social media. Cheer is a brand in the detergent category, a highly competitive market led by P&G brands with over 50% market share. Cheer has been around for 50 years, but has been losing ground to the better supported, bigger brands in the market. The rescue strategy: expand the brand's user base by targeting a new generation of consumers, Millennials; at the point of market entry, and largely neglected by the rest of the brands. Create relevance for Millennials, through engagement. And do it in a way that no other detergent had and in a place that detergents had never ventured before – music videos.

During the teaser period 12,274 Millennials RSVP’d to the release of the video. When the experience went live on Aug 15, engagement took off dramatically leading to 366,711 YouTube video views and a Facebook fan increase of 47,534 (826%) over the course of 2 weeks. Cheer's new followers praised the unique approach with 22,623 likes and comments. The brand's colourful content and news travelled all over the web with mentions on Mashable, Fast Company, Creativity Online and numerous music & fashion blogs. The giveaway of 20,000 clothing items and Cheer samples has been welcomed with enthusiasm.