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Green Works - "Green Works for All - Brand Relaunch" - Critical Mass

  • Green Works for All - Brand Relaunch
  • Green Works
  • The Clorox Company
  • Critical Mass
  • United States
  • Green Works for All
Product CategoryCleaning Products, Soaps, Detergents
Date of First Broadcast/Publication2013
Media TypeCase Study
Length133 Seconds

Story

A New Manifesto: Green for All

To combat poor sales, shrinking shelf space and low visibility, Green Works needed to find a new voice. Through research, we uncovered an insight that changed everything: in contrast to hardcore green advocates, most women felt stressed when trying to be green. They wanted to do their part, going green – without judgment. So we created a new, inclusive platform to make green accessible for all. 

 

Concept

Green Works for All: an all-emcompassing strategy to reposition "green" and make eco-friendly more people-friendly through a sustained plaform of engagement.

Problem

A New Manifesto: Green for All

To combat poor sales, shrinking shelf space and low visibility, Green Works needed to find a new voice. Through research, we uncovered an insight that changed everything: in contrast to hardcore green advocates, most women felt stressed when trying to be green. They wanted to do their part, going green – without judgment. So we created a new, inclusive platform to make green accessible for all.

Making Green Affordable, Effective, Accessible & Approachable

Beginning with a fresh brand identity and website, we helped Green Works battle eco-exclusion with a digital-driven campaign, "You don't have to be _______ to be Green," using new digital tools to engage our audience in friendly, even funny, ways.

Little Ideas. Big Impact.

Our strategy was a steady drumbeat of digital tactics to inspire awareness, drive trial, unite channels, and mobilize advocates. With a light-hearted editorial voice and sustained content strategy, the campaign spanned online media and seasonal, social, retailer, and celebrity tie-ins. 

Result

  • 195% increase in online buzz
  • 180 million earned impressions
  • 50% in time on site
  • Extensive press coverage in the New York Times, Brand Channel, Mashable and host of high-profile media outlets