Cannes Lions

METHOD HOUSEHOLD CLEANERS

MEKANISM, San Francisco / METHOD / 2013

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Overview

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Credits

Overview

Description

In the US, branded entertainment is becoming increasingly core to advertiser strategies as companies attempt to appeal to and reach consumers in ways beyond traditional broadcast advertising. Branded entertainment provides an opportunity to tell a brand's story in an innovative way and to engage consumers using limited media dollars.

Execution

The centerpiece of our “Clean Happy” campaign was a brand anthem video, which introduced the masses to Method’s eco-friendly, chic designed household products, as well as to its upbeat and offbeat brand identity. The video was posted on YouTube and Method’s Facebook fan page, and was promoted by a select group of digital influencers called the Method Mavens. Devout fans of the brand with sizable online networks, these influencers helped promote monthly videos focused on individual Method products. While there was a small online media campaign of online ads, the campaign notably did not include ads in traditional media.

Outcome

Despite a modest budget, our “Clean Happy” campaign truly took off. The branded videos garnered over 3.7m YouTube views and 4.8m impressions overall. Method’s Facebook community grew from 60,000 to over 400,000, creating a lasting community with which the brand could continue to engage. Perhaps most impressively, the campaign helped bring enough awareness to Method that the brand was purchased by Ecover in the fall of 2012, significantly expanding its distribution base. As a result, our “Clean Happy” spots are now slated to air on national television and worldwide as the brand launch continues over the next two years.

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