Mr. Clean Film, Digital, Viral Real Friend on Facebook by Leo Burnett Toronto

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Real Friend on Facebook

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Industry Cleaning Products, Detergents & Wood protectors
Media Film, Digital, Interactive & Mobile, Viral
Market Canada
Agency Leo Burnett Toronto
Creative Director Heather Chambers
Art Director Martin Bregman, Sam Cerullo, Ross Butcher, Mike Morelli
Copywriter Josh Rachlis, Kelly Zettel, Marty Hoefkes
Released May 2011

Awards

One Show 2012
One Show Entertainment Best Brand Channel Merit
One Show Interactive Social Media / Best Use of Social Media Merit

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: PROCTER & GAMBLE
Product/Service: MR. CLEAN
Agency: LEO BURNETT TORONTO
Chief Creative Officer: Judy John (Leo Burnett Toronto)
Creative Director: Heather Chambers (Leo Burnett Toronto)
Copywriter: Kelly Zettel/Marty Hoefkes/Josh Rachlis (Leo Burnett Toronto)
Art Director: Sam Cerullo/Mike Morelli/Martin Bregman/Ross Butcher (Leo Burnett Toronto)
Producer/Project Manager: Cimmeron Kirk/Tracy Wightman (Leo Burnett Toronto)
Art Buyer: Leila Courey (Leo Burnett Toronto)
Group Account Director: Heidi Philip (Leo Burnett Toronto)
Account Director: Allison Litzinger (Leo Burnett Toronto)
Account Executive: Laura Yeo (Leo Burnett Toronto)
Planner: Zeb Barrett (Leo Burnett Toronto)
Media placement: n/a - n/a - n/a

Insights, Strategy & the Idea
The Hard Surface cleaning category is one that is quickly being commoditised. While there are numerous brands and products to choose from, consumers are seeing no functional difference between them. In order to differentiate Mr. Clean from the competition, we needed to create a meaningful brand connection so there is a bias towards the brand when at shelf. As while Mr. Clean is a well-known brand among our target, it isn’t a well-loved one. It is seen as old and irrelevant, and the brand doesn’t stand for anything in our target’s mind. We needed to make Mr. Clean modern and relevant again. In order to do this, we tapped into the unique property we had of the Mr. Clean icon, with the goal of bringing him back into pop-culture. We leveraged his physical appeal amongst our target and used this to drive interest in him, and therefore the brand.

Creative Execution
The creative idea was to make Mr. Clean a real friend. We leveraged the brand’s biggest asset: the icon himself. We set him free on Facebook, changing his page from a boring brand page to a real friend page. We used Facebook ad units to get the word out and drive intrigue around his physical appearance, then crafted content around his life, his opinions, and his participation in real-world events - like Movember and Valentine's Day. You know, things that your friends are already doing.

Results and Effectiveness
After 9 months, our likes had grown by 22,000% to over 300,000; average feedback per post jumped 1,800%; and average shares per post are up 3,000%, all without using coupons or freebies to get people to like. Mr. Clean has since been featured all over the news and internet,in places like mashable,AdBuzz,NYTimes.com, Entertainment Weekly and even the Wall Street Journal. Also,we have seen a significant increase in equity attributes among Facebook users (1/wk +) since launch, including the following:'is a brand I love' (+5%), 'is a modern brand' (+6%), 'is a brand that has become a part of my life' (+7%),'is a part of pop culture' (+8%), 'is a brand I would recommend to my friends' (+8%).