Scotch-Brite sought to captivate an audience and make some noise within the last month of 2014. Launching a campaign during New Years and capturing attention during such a hectic period added a layer of complexity to the challenge. At the end of the year, all anyone thinks about is unwinding and/or celebrating with family and friends. But it isn’t too hard when you’ve got a big idea to back it up.
THE BIG IDEA
Everyone loves to party, but hates to clean up. The insight was as simple as that. So, the solution was to clean up for the consumer instead! That’s where the idea for ‘Scotch-Brite My Party’ came from.
A simple initiative with an uncomplicated mechanism in the form of a Social Media Campaign – the Facebook fans took pictures of their messy house and the most deserving fan won a complimentary clean up.
The campaign was pushed on the digital front, as a competition primarily driven by Facebook and a landing page for submissions. The Social Media channels got the conversation going and online ads worked to drive the campaign further. At the end of the campaign, a Scotch-Brite cleaning team was dispatched to the winner’s houses, to do a complete clean up. Offline, the campaign was supported by radio spots aired during primetime.
The activity generated a lot of buzz and Scotch-Brite's Social Media network exploded with activity. The radio spots reached over a million listeners and our Facebook page reached a new milestone in page likes while improving fan reach and engagement levels.