How does a small, no-nonsense cleaning brand get people over their fears of perfection and start making and making messes again? With a campaign of acts, not ads, that was as scrappy as Thelma Meyer herself.
Experiential: We took making to the streets, literally. For this experiential event, we drove a vintage VW Thing to the Renegade Craft Fair, then deconstructed it into a Maker's Workshop in less than 10 minutes. We designed every detail of the custom vehicle and created a spectacle that drew eyes and got people making on the spot.
Social: We encouraged participation using event imagery with #justkeepmaking and #makeandtell
Interactive Print: We turned print ads into crafting objects to encourage people to make.
Bake this ad. We created a print ad make of parchment paper, with edible inks, that could be baked at temperatures up to 425 degrees.
Plant this ad. We created a print ad on botanical basil seed paper, with eco-friendly inks, that people could tear out and grow. Then, in a few months, makers could use the basil leaves to make something delicious.
Craft this ad. We created and published a never-before-done embroidered print ad, make of cloth paper. The project ran partially completed in order to give makers the incentive to finish it. After done crafting, makers could hang it up for inspiration.
Special Edition Magazine Takeover: We created a "bible" for would-be makers that provided year-long inspiration. That's right, we planned and executed an entire 147-page magazine with the help of Sweet Paul. Complete with branded Mrs. Meyer's print ads. Click to buy!
Video: And, we even asked Mrs. Meyer herself to encourage people to make.
Social: But we couldn’t leave without wishing her a Happy Birthday.
How does a grounded, no-nonsense cleaning brand from Iowa differentiate itself in a market full of brands with bigger budgets, more shelf space and mundane claims? By getting back to it's sweet-smelling roots, with a charming campaign featuring the Line Lady herself. Our updated look and feel was so loved, that it has been applied over various platforms, including mrsmeyers.com
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