Kelly Scott Madison

Libman Freedom Mop

Key Insight/Result:

KSM promotes Libman’s new “Freedom Mop” through engaging national programs to drive mass awareness and consumer interaction.

INDUSTRY:

Consumer Goods

PROJECT:

Libman Freedom Mop Product Launch


Background / Objective

The Libman Company is a leading marketer of mops, brooms, brushes and cleaning tools. Its marketing team desired larger-scale programs to promote the Freedom Mop and its greener spray-mop.

Challenges

  • Campaign required use of efficient, targeted media channels while also building mass national exposure
  • Programs needed to appeal to two very different demographic groups: Libman’s target audience of busy moms and the sales trade 

 

Strategic Approach

KSM developed integrated cross-platform programs with both Martha Stewart Living Omnimedia and Meredith Corporation. Partnering with these trusted leading media partners, along with 360 exposure, allowed Libman to capitalize on pre-existing brand recognition. Additionally, mass media schedules ensured effective reach and frequency among target audiences.

Program components:

  • In-program TV integrations and schedules, including live integration in The Martha Stewart Show
  • Sweepstakes offers, prizing, and promotional bonus exposure
  • Print and Digital supporting media, including display, blog integrations, and social media

 

Results

Increased consumer awareness and engagement, with over 200,000 total entries across various sweepstakes.

High-profile activity demonstrated Libman’s commitment to product and trade: The Libman Freedom Mop is now available at mass retailers nationwide and is the #1 selling mop in the country.

 

KSM provided Libman with all the information and expertise needed to successfully support our biggest new product launch ever. Combining a great product with the right plan to drive awareness of the key benefits was extremely effective. In the first three months after launch it was the #1 selling mop in the country.
Brian Sowinski
Marketing Director, The Libman Company

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