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Mrs. Meyer's Clean Day
Just Keep Making

RAN IN: United States

CLIENT
SC Johnson

AGENCY
Ogilvy *Lead Agency

Tereasa Surratt, Global Group Creative Director
Antonis Kocheilas, Managing Director, Head of Planning
Alexander Louie, Global Senior Strategic Planner
Brittany Backstrand, Account Supervisor
Pam Fraser, Creative Director
Krystyn Campbell, Creative Director
Kirby McKenna, Account Executive


PHD


SUMMARY

A story of growth and brand-building: How can a small but inspired brand defeat the 800-pound gorillas of Natural Home Cleaning who are armed with TV and greater distribution — while staying true to its roots and without mimicking category conventions? The “Just Keep Making” campaign didn't simply broadcast an ideal, but gave consumers the tangible tools, tactics and inspiration to actually start “making”. Challenging marketing norms, Mrs. Meyer’s Clean Day reconnected consumers with the virtuous cycle of making and cleaning, overcoming the fear of perfection induced by social media.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);DIRECT;Email;ECOMMERCE;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Mobile/Tablet Optimized Website;PRINT;Custom Publication;Magazine - Print;SOCIAL MEDIA

Audience: Naturals Consumers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English