Background

In a competitive space filled with pseudo-scientific claims of cleaning power, Method has taken a brand position centered on beautiful design and green values. We were hired to translate that ethos into a new website and a cross-channel advertising strategy with the goals of lifting unaided awareness and purchase intent for women ages 30 to 44.

Insight

Insight

Consumer research pointed us to a design and environmentally conscious audience that would relate to a human, quirky Clean Happy message. In lieu of presenting cleaning as a burden, our strategy was to help her celebrate life’s messy moments.

I’m very excited that I have a partner that really wants to experiment and build that future together. We want to disrupt in the digital space, Essence wants to do the same thing and I think it helps that we share that same passion and to be driving that together.

Alison Worthington

Method Home, CMO

Solution

Our campaigns brought to life Clean Happy through a variety of digital placements that facilitated storytelling. The creative (executed in partnership with our friends at Mekanism) was told through a romantic-comedy-style series of videos. From a media perspective, this allowed us to show up in non-endemic content channels and stand side-by-side with our customers’ personal passion points. The result was a huge variety of executions from traditional display to native placements to executions that emulated TV without being TV, such as expandables and takeovers.


7:30AM

Checking her email and social networking sites

10AM

Taking a quick break to catch up on news and gossip

12PM

Taking time to watch video clips shared by friends during lunch

2PM

Catching a breather with her afternoon coffee on social media and online shopping

5PM

Swinging by Target on her way home from work to pick up some essentials

6PM

Finding recipes and listening to internet radio while cooking

8PM

Catching up on her favorite television shows


To make the dollars work that much harder, shopping analytics helped us identify markets with the strongest potential affinity for the brand, and to design experiments to isolate brand and sales lift.

Results

142%

Lift in unaided awareness

 

to 7points

Lifts in key segments against favorability / purchase intent

The campaign was a huge success. It drove a 142% lift in unaided awareness. And, we saw 5 to 7 point lifts in our key segments against our favorability and purchase intent goals.

Visit methodhome.com to see our solution in action