Mrs. Meyer's Clean Day | Creating Community Engagement

SITUATION
Mrs. Meyer’s was seeking new and innovative ways to engage their audience and promote product sampling through a community relations activation initiative. The challenge was to create a unique and engaging opportunity with only four weeks lead-time to execute. 

SOLUTION
Haworth quickly identified community events in priority markets, which aligned with Mrs. Meyer’s audience segmentation and green sensibility. While several opportunities were developed, we centered on the Chocolate Festival at Ghirardelli Square in San Francisco. Through close collaboration with the creative agency, Haworth created an opportunity to turn Ghirardelli Square’s marquee fountain into a highly impactful sampling experience.  Using props such as an oversized Mrs. Meyer’s dish soap bottle, spoon, teacup, and “bubbles”, the fountain was transformed into a sink. The bubbles, actually 1,500 bio-degradable white balloons, were filled with Mrs. Meyer’s samples. In order to amplify the experience and give back to the community,   Mrs. Meyer's donated $2 for every sample redeemed to the San Francisco Clean City Coalition.

RESULT
The highly successful program was the result of a true collaborative partnership between the client, creative agency and Haworth. With 1,500 samples distributed and over $3,000 donated, the event connected with over 30,000 people. The event and product sampling activation was amplified through community engagement and significant consumer and media buzz. This brought something unexpected and fun surrounding an everyday cleaning event – washing the dishes.

Mrs. Meyer's Clean Day + Search | Re-Inventing the Bottom Line

SITUATION
Mrs. Meyer's launched a line of earth-friendly cleaners after seeing a lack of natural cleaning products in grocery stores. After launching the line, the challenge became distribution. As a result they turned to ecommerce, but had limited capital investment to have a significant advertising campaign. 

SOLUTION
To counter the budget challenge, Haworth implemented a paid search program utilizing hyper-relevant, targeted keywords to create immediate ROI.

RESULT
After launching the search campaign on Google, Yahoo and BING the campaign delivered a 6 to 1 ROI in the first month and hundreds of thousands of impressions. Haworth has continued to over deliver on the goal ROI of 2 to 1 for the past 24 months. In addition, major national retailers have continued to add Mrs. Meyer's brand to their shelves. As a result of the brand successes, SC Johnson purchased Mrs. Meyer’s and we have a significant national brand campaign planned and in place.