Mrs. Meyer’s Clean Day

Clean Clothes, Clean Earth

Campaign

CHALLENGE

Already a popular cleaning product brand, Mrs. Meyer’s Clean Day laundry detergent was not getting as much attention as their best-selling handsoap and all-purpose cleaning spray.

Consumer research reports showed that Mrs. Meyer's Clean Day had a substantial lack of awareness and usage rates among buyers of eco-friendly laundry detergents. With an already solid customer base, Mrs. Meyer's Clean Day needed to boost product awareness among its already loyal fan base and convert that loyalty into brand-wide purchases.

MY APPROACH

As part of a team of Boston University Communications students, we envisaged the product-awareness-focused campaign, Clean Clothes Clean Earth. The campaign aimed to emphasize Mrs. Meyer's laundry detergent's eco-friendly aspects while appealing to our target audience's concerns about climate change. The Clean Clothes Clean Earth campaign encouraged customers to help do their part in saving the earth while also having fresh and clean laundry in every wash.

I lead our digital content marketing strategy by envisioning sponsored influencer content, brand-owned content on social platforms Instagram and Pinterest, and paid-social ads. The plan behind the digital content element of this campaign was to directly appeal to our target audience of millennial women. To achieve this, I organically researched popular influencers among the target audience in line with our campaign ethos. The second key component of this strategy was to incorporate visually attractive paid social ads that were brand-owned to generate product and brand interest.