I was brought on to help run the first creative campaign for STAINMASTER™ Cleaners.
Over the three month term, my team and I created more than 500 pieces of original content for FB, IG and Twitter, responding to rising trends, memes and cultural events in real time.
We increased sales at targeted Walmart stores by almost 3% with our best Twitter post exceeding a 40% earned rate.
Some of that work is below.
We were making memes and promoting content on Twitter, so Twitter trolls kept hitting us with the Steve Bushemi Fellow Kids GIF (which meant we were a brand trying to be cool to the younger population). See Reddit r/fellowkids.
We knew that if we wanted to be different, we’d have to clap black.
So we created our own take on the gif based on our STAINMASTER™ brand persona, which we defined as a ‘woke’ mom, who is self-aware that she’s trying to be cool.
This piece of content created love and respect for our brand from some of the fiercest of Twitter trolls.
We also got hit with a lot of people asking why our posts were promoted, so we made a piece of content to respond back that was both transparent and self-aware, winning the hearts and respect of other twitter trolls.
FELLOW KIDS REDDIT
Some of our ads actually ended up on Reddit fellow kids with the results being surprisingly good.
VALIDATED BY THE KIDS OF THE INTERNET
TIDE had just came out with a Tide Box, which looked like a wine box, so we responded accordingly.
HAROLD - MEME FOR CLEAN
We brought back the “OG” HideThePain Harold meme to promote our cleaning. As an ode to the original Harold memes, we even put our own watermark on the stock photos.
We wanted to create content around the Golden Globes but couldn’t use the golden globes or any actual nominees in the golden globes, so we made this spin off the nominated series “Barry” and hyper-targeted anyone talking about “Barry” or the golden globes.
ASMR - CAT FOOD CARPET CLEANUP
For those of you that don’t know what ASMR is… it’s a video people play at super high volume that involves very sensitive tones. These tones are known to induce a “tingling” sensation especially in the neck and back.
In October of 2018, ASMR was starting to trend so we decided to transform it to show our product’s benefits and still give listeners those tingles.
The Youtube results on our brand were fantastic.
ASMR DOG FOOD
Because of the overwhelming positive response to cat food, we did dog food, too.
Every brand was doing T-shirts and jackets…
To tap into some of our top audiences (pet owners and cleaning lovers) we created STAINMASTER™ socks.
We did our own take on the super popular Netflix choose-your-own-adventure-show “Bandersnatch.”
An actual professional film critic reviewed this ad, which he scored quite high.
RETWEET IT WHEN YOU SEE IT + LET’S GET THIS BREAD
We noticed “retweet it when you see it” and “let’s get this bread” was trending, so we found a way to connect it to our brand.
BRAND TO BRAND CONVOS
There’s nothing quite as interesting as brands talking to each other on Twitter. It’s a great way to build buzz for a small brand, because it exposes you to all of the big brand’s followers. So, we targeted a relevant brand and went to work.
At the time, we were at about 500 followers, the two brands that participated with us plugged us to a combined 225k followers.
STAINMASTER™ clean up is all about blotting out a stain, not scrubbing it.
We realized that we had a lot in common with TLC… we both hate scrubs.
TLC followed us after that.
SENIOR ART DIRECTOR: Ian Flannery
VIDEOGRAPHER: Landon Early
CREATIVE DIRECTOR: Chris Logsdon