Cannes Lions

NON-TOXIC HOUSEHOLD CLEANING PRODUCTS

A SQUARED GROUP, West Hollywood / METHOD / 2009

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Overview

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Overview

Description

The challenge: Method only had a limited PR and marketing budget compared to those of national household cleaning brands and they had limited retail presence in national chain stores. Prospective consumers needed to be educated on the dangers of household caustic cleaners in order to be converted to Method non-toxic products.The objectives were to generate PR buzz and unpaid media coverage through social media, recruit new Method Advocates (Method's opt-in database of best customers) within the micro-audience of women between the ages of 26-40 years old, build community awareness and generate buzz around the full line of Method non-toxic products. Also, we wanted to create trial recruitment opportunities, build consumer relationships and educate consumers on the dangers of household caustic cleaners in order to convert them to Method's non-toxic products.Our solution was the Method “Detox Your Home” campaign: Community-based, experiential pop-up stores combined with WOM call-to-action campaigns to spark social media activity and create PR interest.Based on the success of Detox Your Home Boston, Method launched Detox in two additional cities during 2008: New York [May] and Chicago [September].

Execution

Initially, Detox Your Home was planned only to be in Boston. The PR and social media attention within each city precipitated the addition of another market leaving less than one month to scout a new location. Once a location was secured, the design work began with as little as 30-days of planning and set-up. Each store was designed so that the products stood out as the central decor element.

To maximize PR and brand awareness opportunity, Method Maven programming was hosted in the store. Depending on the day of the event, Mavens selected from activities like Sustainable Sips (cocktail making classes), Eco Crafting or Natural Beauty, all inspired by ingredients found in Method products. To involve the community, participants were encouraged to bring toxic cleaners to the store. In exchange, they received a reusable tote filled with Method products.Detox Your Home BostonApril 10–27, 2008 11 Maven partiesDetox Your Home New YorkMay 13–June 8, 200815 Maven partiesDetox Your Home ChicagoSeptember 15–October 10, 200817 Maven parties

Outcome

* Achieved nearly THIRTY MILLION unpaid media impressions.* To date, Mavens and their friends have posted HUNDREDS of unique posts, blogs and podcasts recounting their Detox Your Home experiences.

* 95% of Detox Your Home party guests registered as new Method Advocates.

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