SHAKE N'VAC TAKES YOU BACK by Edelman London for Glade

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SHAKE N'VAC TAKES YOU BACK

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market United Kingdom
Agency Edelman London
Director Amber O’Connor
Released August 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: SC JOHNSON
Product/Service: GLADE® CARPET CLEANER
Director: Amber O’Connor (Edelman)
Director of Content: David Fine (Edelman)
Senior Account Manager: Siarah Khan (Edelman)
Senior Account Executive: Sarah Dick (Edelman)
Associate Director: Tori Richardson (Edelman)
Account Manager: Matt Churchill (Edelman)
Media placement: Digital Content And Press Release Of Jenny Logan Ad Remake - Including, New Of The World, Youtube And Campaign - 12 April 2010
Media placement: One To One Media Interviews With Jenny Logan - Including, 80s Actual, The Green, The Sunday Post, Scotland Weekly News - 15 April 2010
Media placement: Blogger Q&A Session With Jenny Logan - Including, 80s Actual, Child Of The 1980 - 21 April 2010
Media placement: Photocall At The Recording Studios With Jedward - Including, ITN, Sun, Daily Star, Sky News, Brand Republic - 4 May 2010
Media placement: One To One Media Interviews With Jedward - Including, BBC: Radio 1, BBC: The Graham Norton Show, Sunday Times Magazine, OK! - 5 May 2010
Media placement: Digital Content And Press Release Of Behind The Scene Footage Of Jedward Remixin - Including, Youtube, Twitter, Facebook - 20 May 2010
Media placement: Radio Day With Jenny Logan And Remixed Jedward Jingle Released As A Ringtone - Including, BBC Kent, BBC Leeds, Sky News - 20 May 2010
Media placement: Digital Content Released Of Jedward And Jenny Called The Creation Of Jenward - Including, BEBO, Youtube, Twitter, Facebook - 14 June 2010

Summary of the Campaign

How do you reawaken public interest in a carpet cleaning product memorable only for an advertising campaign and an infuriating jingle that had not appeared on the UK’s television screens for over 20 years, but this time without any advertising support?

The brief was to exploit the 30th anniversary of the original advertising campaign for Shake n’ Vac to re-engage lapsed users, revitalise the brand, recruit a new generation of householders, and make it relevant to 21st century living.

How? We unlocked the brand's strongest assets - it’s iconic 1980s TV advert and catchy jingle, and revitalized both through strategic celebrity endorsement supported by digital content. We unlocked the advertisement’s appeal to its original audience by remaking the advert with original celebrity star Jenny Logan, and we appealed to a new generation by remixing the catchy jingle with X-Factor twins Jedward.
Finally we brought old and new together in a final piece of content featuring both Jenny Logan and Jedward thus transporting the brand into the 21st Century.
The result was a celebrity-led fun and irreverent campaign that sparked conversation and drove engagement for the brand both online and offline, amongst media and more importantly consumers, delivering a 7% lift in sales.

The Situation
The Glade Shake n’ Vac carpet cleaner was launched in 1980, accompanied by what became a memorable advertising campaign, featuring actress Jenny Logan dancing across her living room while singing the infuriatingly catchy "do the Shake n’ Vac" jingle.
The campaign ran for ten years, after which time the brand received little promotional support and went into long-term decline. The 30th anniversary of the advertising campaign launch was considered to be a last opportunity to restore the brand’s commercial fortunes.

The Goal
Exploit the 30th anniversary of the original Glade Shake n’ Vac advert to:
• Re-connect with users of Shake n’ Vac
• Introduce Glade Shake n’ Vac to a new generation
• Revitalize the brand and bring it into the 21st Century
• Drive sales uplift

A conversation audit and benchmarking programme was instigated to understand the brand’s presence across all media, and identify online communities who would respond to the 'Jenny' and 'Jedward' stories. This was then overlaid on top of a traditional media map of print and broadcast outlets to ensure maximum media coverage.

The Strategy
We recognised that although a retro campaign revelling in the nostalgia of the 30th anniversary would appeal to an older audience, it was unlikely to be relevant to a new generation of consumers.
We also recognised that the original commercial had a certain kitsch appeal - it was unpretentious, fun and made people smile.
If any contemporary entertainment act embodied the spirit and kitsch appeal of the original commercial, it was Jedward. Despite lacking any discernible talent for singing or dancing, they enjoyed massive popular appeal on X-factor.

The solution was to marry the old with the new, combining the return of the original Shake n’ Vac star Jenny Logan with a modern twist on the original dance.
Between the two celebrities, Jenny Logan and Jedward balanced nostalgia with contemporary relevance, maturity with youth, traditional media with digital channels, and enabled the brand to appeal across the generations.

Execution
A multi-channel communications campaign consisting of media interviews and a portfolio of digital content featuring both celebrities, including a planned 'leak' from Jedward’s high profile manager X-Factor judge Louis Walsh and over 1,500 branded tweets:
• 12 April: Released film of Jenny Logan remaking the original ad
• 15 April: One to one media interviews with Jenny Logan
• 21 April: Nostalgia blogger Q&A session with Jenny Logan
• 4 May: Photocall with Jedward at the recording studio remixing the jingle
• 5 May: One to one media interviews with Jedward
• 20 May: Released 'Making of...' film featuring behind the scenes footage of Jedward remixing the jingle, along with a downloadable ringtone of the new jingle, supported by back to back radio interviews with Jenny Logan
• 14 June: 'The creation of 'Jenward' the final film in which Jenny teaches Jedward how to Shake n’ Vac

Documented Results
• Sales of Shake n’ Vac increased by 7% during the campaign, after years of steady decline and without any above the line support
• This dramatic improvement in the brand’s commercial fortunes was driven by:
• Over 200 pieces of campaign coverage across print, online and blog channels, delivering a cumulative reach of almost 160 million OTS, including:
• Features in all of the UK’s mass market newspapers
• National exposure on all of the main television channels
• Almost 100,000 views of a dedicated Shake n’ Vac YouTube channel
• Over 16,000 visitors to the campaign website
The exclusive online distribution of content (as opposed to an ATL campaign) along with Jedward’s remix ensured that we gave the brand a truly contemporary feel, which did not lose sight of its roots as Jenny Logan was leveraged throughout.