The Basics.

Client: The Libman Company
Industry: Consumer Goods
Project: Expanding consumer awareness through cross-platform partnerships.


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.



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.

Image of a woman and two children entering a home. Image of the Libman and Travel Channel logos.

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


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.

Libman mop cleaning up spill on hardwood floor Image of the Libman logo and the phrase,
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