Moving into a new house is as exciting as it is challenging. Yet somewhere after the movers depart, the cable guy finally shows up and your family is sitting on cardboard box chairs sharing a pizza on paper plates it hits you – you’re home. The awe sets in as you think about creating your space to fit your family and your new lifestyle.
Making a home is more than strategically placed knick-knacks and a little fresh paint. It takes time, love and consistent care. It was with that in mind that Swiffer and Mr. Clean developed their Clean Slate campaign – a program dedicated to those wanting to maintain that “fresh new home” feeling long after all the bubble wrap’s been popped.
The challenge was simple: consumers are very familiar with Swiffer and Mr. Clean products, but traditional advertising is too broad to version campaign for specialty sub-cultures within a new mover consumer group. Influencer marketing offered an opportunity to design custom tips to disparate audiences such as twenty-somethings setting up their first apartment, families relocating to a new town for a job, and even those who have been in their new homes for a year already but want to keep it feeling fresh and new.
Finding a group of voices who were passionate about making a house a home was the key to the program, so step one was for Swiffer and Mr. Clean to enlist our team at OM Media Group to create a unique network of influencers who had either recently moved themselves, or were experts in the fields of home care or interior design.
Step two was for the OM Media content team to craft a story-telling approach to bring the message home. The campaign consisted of:
1) Live coverage via social media of a press event featuring Jonathan Scott to kick off the campaign
2) Blog posts with actionable tips on making a house a home featuring Mr. Clean and Swiffer
3) A Twitter chat with other movers sharing their challenges and successes
4) Regular social posts across platforms featuring the influencers in action with the products featuring the hashtag #SwifferFanatics
This three-week campaignnot only sparked great conversations on what it really means to maintain a home, it also drove more than 4,500 social shares reaching 3 million individuals and more than 50 million impressions.
Using influencers to illustrate fresh, real-world use cases for familiar products made this program a success. Let us know about your experience working with influencers in the comments below.