The way we clean our homes has changed. No longer do we spend a Saturday doing the ‘big clean’, rather opting for quick ‘resets’ that keep the house continuously tidy. We were briefed to develop a campaign around ‘quick cleaning wins’, and promote the full suite of Chux products that tackle those everyday cleaning needs in a relatable way.
Understanding our target audience, we recognised that it would be key to establish similarity with their setting and situation, and to use humour to create rapport. We needed to create common ground, and touch on the everyday pain-points that Mum’s in particular, experience.
The outcome was a series of 15 second pre-rolls played across Youtube, digital sites and social; point-of-sale for in-store demonstrations, Woolworths sale bins, outdoor digital point-of-sale screens, MamaMia site takeovers including animated digital banners, short videos and an incentivised social activation via Facebook. All elements communicating the power of Chux’s household cleaning products, designed for those quick 'resets' that provide the #LIKEITNEVERHAPPENED moment.
High levels of penetration with click-through rates ten times greater than the benchmark. The highly shareable videos reported significant views, with some exceeding over 250k views in the first two weeks of airing. The Facebook activation produced a huge increase in likes and competition entries exceeded KPIs set.