If no one saw it, it never happened.
We asked families to forget the mess and enjoy the moment.
Research told us that the way we clean has changed. We no longer spend the day cleaning the house, preferring to spot clean – maintaining a constantly clean home. That was the premise of our Chux 'Like it never happened' campaign – quick daily cleans that made the weekend clean redundant. We developed a social campaign that focused on family interactions and how a messy situation shouldn't destroy a moment. We asked families to forget the mess and enjoy the moment.
We created 15 seconds videos for YouTube, website, social channels, in-store point of sale, outdoor screens and more. The campaign resonated with our audiences, far exceeding benchmarks. Click throughs transcended KPI's and videos reached over 250,000 views in two weeks. We gained a huge uplift in Facebook page likes driven by entries into the related competition.