Every May you can count on two things: Maytag’s biggest annual promotion and May’s most popular meme.

As part of our mission to insert the Maytag man into pop culture to make him mainstream and relevant, we hijacked the “It’s Gonna be May” social phenomenon to promote our May promotional period in an unexpected and ownable way.

"May is Maytag Month” is Maytag’s largest annual promotion. We needed to own the month of May with a buzz-worthy splash ahead of the promotion that connected with our millennial target in a unexpected, yet relevant way. As part of our mission to insert the Maytag man into pop culture to make him mainstream and relevant, we hijacked the “It’s Gonna be May” social phenomenon to promote our May promotional period.

“It’s Gonna Be May”, even after a decade, is still a multi-day meme phenomenon in late April with Twitter conversations growing 2,462% YOY.

Leveraging the meme was the perfect opportunity for Maytag to make ourselves part of a massive conversation while celebrating the promotion.

We launched a massive, one-day, multi-channel activation, turning “It’s Gonna Be May” into “It’s Gonna Be Maytag.”

We created a Twitter Spotlight Trend ensuring #ItsGonnaBeMaytag would be top-trending the entire day.

Custom video and radio ads splattered the music track across relevant placements

On Twitter and Instagram, we promoted social content and gifs.

Our agile response team led a full-day activation distributing content and driving real-time consumer engagement.

We partnered with social influencers to drive buzz and generate top-tier media coverage.

And NSYNC’s Lance Bass and Joey Fatone signed on as influencers, conducting media interviews for Maytag.

#ItsGonnaBeMaytag proved the value of delivering the right message at the right time to the right people:

+13% point of sale increase vs. 2018

+8.9% lift in consideration

71% of engagements of paid content came from 18-34 year olds

327 million impressions via earned and paid media