Project 50/50 (#ParejasParejas) is a social experiment brought to life by influencers and starring a smart bottle—the first of its kind. Using Touch ID technology, this bottle knows who’s using it—and who’s cleaning more. The catch? Once one person cleans 50% more than the other, the bottle won’t work for that person until the slacker catches up.

We asked influencers to authentically document what happened in their home with the help of this intelligent technology so that we could get an unbiased view of how real couples are sharing—or not sharing—cleaning at home. Once the disparity was discovered, the bottle tried to equalize the situation by locking people out for too much cleaning, thus forcing the non-cleaners to pick up the slack. This fun, light-hearted competition of sorts paved the way for some real conversations around the gender-cleaning gap.

Over the course of 14 days, two influencer couples within our target market demographic participated in Project 50/50 (#ParejasParejas). The experiment took place over 3 stages. During the Observation phase, the couples posted their thoughts on the cleaning gap at home. Then, they received the smart bottle to kick off the Research phase. During this time, the bottle collected data on the cleaning cadence. This revealed how big the disparity was. Finally, the bottle began locking during the Equalizer phase in order to even things out. At each step of the way, the couples reacted to the bottle and shared their point of view on their Instagram accounts; prompting deep engagement with their fan base. We posted recaps of each phase on the Mr Músculo® Argentina Facebook page. The social experiment also got some placement on a morning talk show, as well as on a popular celebrity talk show.

With Project 50/50 (#ParejasParejas), we expanded beyond the brand’s core base to a new, younger audience of 2.7 million unique users through our influencers’ Instagram followings. Mr Muscle® promoted content on Facebook and Instagram amplified the campaign with 19.4 million impressions over four weeks. Videos sharing the influencers’ perspectives on cleaning equality in their own homes garnered 797,000+ views in three weeks through the influencers’ channels and Mr Muscle® amplification on Facebook and Instagram. Last, but not least, we started a conversation on the topic of cleaning equality in Argentina. As a result, there were more than 36,000 likes, comments and shares on content created for Mr Muscle® Project 50/50 (#ParejasParejas) in just three weeks — the equivalent of total engagements on Mr Músculo® Argentina's Facebook page from the last two months of paid promotion. The program was also promoted via a Telefe TV integration that garnered 10 million impressions.