Critical Mass Calgary, Canada Digital

Critical Mass Case Studies

Title "Green Works for All - Brand Relaunch"
Agency Critical Mass
Agency Critical Mass
Campaign Green Works for All
Advertiser The Clorox Company
Brand Green Works
Date of First Broadcast/Publication 2013
Business Sector Cleaning Products, Soaps, Detergents
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. 

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. 

 

Philosophy

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

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
Tagline Green Works for All
Media Type Case Study
Length133 seconds

Recent Work