The Basics.
Client: The Libman Company
Industry: Consumer Goods
Project: Expanding consumer awareness through cross-platform partnerships.
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.
Efficiency
Campaign required use of efficient, targeted media channels while also building mass national exposure.
Demographics
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 Meredith Corporation and leading, home-focused content creators. Partnering with these trusted 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.
Precision Execution
Program components included:
- In-program TV integrations and schedules, including live product integrations in premium home-focused and daytime programming
- Sweepstakes offers, prizing, and promotional bonus exposure
- Print and digital supporting media, including display, blog integrations, and social media
Impact.
The campaign successfully increased consumer awareness and engagement, with over 200,000 total entries across various sweepstakes.
High-profile activity also demonstrated Libman’s commitment to product and trade: The Libman Freedom Mop is available at mass retailers nationwide and continues to be one of the best-selling mops in the country.
