Mrs. Meyer’s Clean Day came to Hanson Dodge as a growing brand facing the opportunities and challenges of expansion. With a passionate and dedicated following of eco-conscious fans, Mrs. Meyer’s needed a strategy that would reach a mass audience without compromising its core audience and core values.
Our solution was simple: let the voice of a passionate consumer do the selling. In other words, do something unheard of in the cleaning industry: put emotion, not product performance, at the forefront. Inspired by the real Mrs. Meyer, Hanson Dodge developed the brand’s core values of hard work, generosity and neighborliness, and expressed them through a series of targeted campaigns. The brand’s first national advertising campaign showed the love for Mrs. Meyer’s by featuring glowing consumer testimonials.
“Grow Inspired,” a grassroots content campaign that included a national tour, a grant program to fund community gardens and a film series, honored real people who turned passions rooted in Mrs. Meyer’s core values into their life’s work. “30 Days of Clean,” a social media campaign, engaged consumers with a month of spring cleaning tips, inspirations, recipes and giveaways.
By harnessing the existing love for the brand and using it to engage with a new audience, Hanson Dodge's integrated marketing campaigns helped Mrs. Meyer’s Clean Day grow its national presence without compromising what makes the brand special.
Results included double-digit growth in brand awareness and double-digit growth in sales at key retailers. In addition, Mrs. Meyer's Clean Day's Facebook community size tripled and the brand solidified its position as No. 3 in its category.