Commentary

Turning The Words Upside Down, For A Cleaner Toilet Bowl

Don't hurt your neck eyeing these upside-down tweets.

Henkel Consumer Goods launched two new products: Soft Scrub TOTAL Bath & Bowl and Soft Scrub TOTAL Kitchen. Each product is dubbed the lone cleaning product for, respectively, bathrooms or kitchens.

So how do you get consumers to flip for your housecleaning product? Start by persuading them to flip their Twitter posts.

Night Agency crafted a social media campaign that used 200 Soft Scrub "Captains" to build awareness for Soft Scrub TOTALKitchen through blogs, Facebook and Twitter.

The tweets stood out from ordinary posts because they're all upside down, denoting TOTALKitchen's (and Bath & Bowl's) ability to work when turned upside down, making it easier to clean hard-to-reach places, like under the toilet rim. (Hope you've already had lunch.)

"One of the key unique selling points of the products is that it works upside down," says Josephine Sottosanti, media & integrated marketing manager from The Dial Corporation, A Henkel Company. "It has a unique patented trigger that sprays/foams upside down. We thought what better way to communicate this benefit than to tweet upside down."

More than 4,000 people applied for jobs as Soft Scrub brand ambassador "Captains" in January.

Two hundred "Captains" were selected to tweet about Soft Scrub TOTAL Kitchen by using Flip My Tweet, a free service that turns ordinary tweets upside down, and making note of TOTAL Kitchen's ease of use when held upside down. The hashtag #softscrubtotal was included in each tweet.

Some tweets read like an obvious ad ("have you tried the new soft scrub total kitchen cleaner") for Soft Scrub while others were subtler in product shilling ("lovin my soft scrub kitchen and bath"). I'm not sure I'd read those tweet even right-side up, but to each her own...

Brand ambassadors were not paid to tweet about Soft Scrub products; each "Captain" received a free bottle of TOTAL Kitchen, and one winner daily, over a two-week timeframe, won a Flip Camera.

Brand ambassadors who didn't win a Flip Camera could take solace in a $2 discount code for another bottle of Soft Scrub TOTAL Kitchen.

Next story loading loading..