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Mrs. Meyer's Clean Day
The Hunt for the First Ever Mrs. Meyer's Home 'Maker'

RAN IN: United States

CLIENT
S.C. Johnson

Erica LeBlanc, Global Marketing Director
Ashley England, Global Brand Manager
Ann Mukherjee, Global CMO

AGENCY
Ogilvy & Mather *Lead Agency

Alexander Louie, Global Planner
Christine Zinker, Global Management Supervisor
Brittany Backstrand, Account Executive
Tereasa Surratt, Global Group Creative Director
Jon Morgan, Creative Director
Wanda Perry, Project Manager
Antonis Kocheilas, Managing Director, Head of Planning


PHD


SUMMARY

How can a small, but inspired, natural home cleaning brand reignite growth in a category created and defined by the better-funded incumbents? By reframing the category and challenging marketing norms, it reached a new consumer showing that cleaning isn't the end of something dirty but the start of something inspirational. A contest brought the insight to life prompting consumers to share their personal stories of “making”. Communications resulted in +26.6% sales growth, 2.7x the category rate and millions embracing the brand to celebrate the pride and joy of home 'making.'

CASE VIDEO


Hero Medium: CONSUMER INVOLVEMENT/USER GENERATED

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;GUERILLA;INTERACTIVE/ONLINE;PRINT;SOCIAL MEDIA

Audience: New Audience

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English