TituloGreen Works for All - Brand Relaunch
Agência
Campanha Green Works for All - Brand Relaunch
Anunciante The Clorox Company
Marca Green Works
Data da primeira Transmissão/Publicação
Sector Empresarial Produtos de limpeza, sabões, detergentes
Legenda Green Works for All
História A New Manifesto: Green for All
To combat poor sales, shrinking shelf space and low visibility, Green Works needed to find a new voice. Through research, we uncovered an insight that changed everything: in contrast to hardcore green advocates, most women felt stressed when trying to be green. They wanted to do their part, going green – without judgment. So we created a new, inclusive platform to make green accessible for all. 
 
Filosofia Green Works for All: an all-emcompassing strategy to reposition "green" and make eco-friendly more people-friendly through a sustained plaform of engagement.
Problema A New Manifesto: Green for All
To combat poor sales, shrinking shelf space and low visibility, Green Works needed to find a new voice. Through research, we uncovered an insight that changed everything: in contrast to hardcore green advocates, most women felt stressed when trying to be green. They wanted to do their part, going green – without judgment. So we created a new, inclusive platform to make green accessible for all.
Making Green Affordable, Effective, Accessible & Approachable
Beginning with a fresh brand identity and website, we helped Green Works battle eco-exclusion with a digital-driven campaign, “You don’t have to be _______ to be Green,” using new digital tools to engage our audience in friendly, even funny, ways.
Little Ideas. Big Impact.
Our strategy was a steady drumbeat of digital tactics to inspire awareness, drive trial, unite channels, and mobilize advocates. With a light-hearted editorial voice and sustained content strategy, the campaign spanned online media and seasonal, social, retailer, and celebrity tie-ins. 
Resultado
195% increase in online buzz
180 million earned impressions
50% in time on site
Extensive press coverage in the New York Times, Brand Channel, Mashable and host of high-profile media outlets
Tipo de Mídia Interatividade
Comprimento
Agency

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