Sponge Towels Ultra Strong Mess With Our Best Challenge
When Kruger launched their “Tackle Your Toughest Messes” campaign for Ultra Strong paper towels, they wanted to tackle social media too. While in-store, TV and radio, would get their message out there about the new product, social media offered the chance to truly engage consumers.
The SituationFUSE was already entrusted with developing and moderating all content for SpongeTowels’ Facebook presence. So we were asked to develop a campaign extension that would bring the Ultra Strong message to life.
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Life can be messy. But why fuss about it when you can laugh about it. That’s what our audience would rather do. Interactions on Facebook have shown that they respond well to content featuring the Sponge Pockets (the brand’s ambassadors) in fun situations, demonstrating product effectiveness, and providing helpful information about how to tackle many of life’s messes. They also love coupons, contests and posts that encourage fans to express their opinions via voting.
Given these insights, we decided to develop a 6-week Facebook contest called the “Ultra Strong Mess With Our Best Challenge.” Participants were given the chance to vote weekly on which of 2 food messes would be harder to clean. Prizes would consist of product and high-end kitchen accessories, with a new prize being introduced each week to encourage repeat visits and ongoing engagement.
In addition, we created 7 short videos that showcased SpongeTowels Ultra Strong in action, wiping away the messes people would be voting on. FUSE managed every aspect of the videos from concept to post-production. The final result was a series of fun, shareable vignettes that showcased effectiveness while making people giggle.
Click here to watch the videos
By combining tactics that have proven highly successful with the target and amplifying them with custom video content, the team was able to generate a great amount of awareness online, engage consumers and demonstrate SpongeTowels Ultra Strong’s strength and absorbency. The success of the campaign can be seen in the numbers:
- 3.6 million impressions
- +70k video views
- +92k engagements