Method, a San Francisco-based manufacturer of non-toxic laundry and personal care products, is launching a new campaign intended to tout the product for its environmentally friendly formulation and packaging. The effort, via San Francisco-based Mekanism, is a social media-based program on Facebook that starts off with a "how-to" video about how consumers can film themselves in simple laundry-related scenes. The effort, "Laundry Love," will then involve a music video comprising clips from the crowdsourced videos. The film will be distributed across social media channels.
The point is to get the message out about how the size of the packaging does not reflect the strength of the product, which is concentrated eightfold. The "how to" video is being sent across Facebook, the Web, and Method's People Against Dirty social-media platform.
Alyssa Berman, head of communications at Method, says the company has done campaigns in the past as well as consumer engagement. "This is the first time Method has run a crowd-sourcing campaign using UGC," she says, adding that the company is also running national print and online ads supporting the program, and that Method is sending people to Coupons.com.
The company competes in the premium segment against Mrs. Meyers, Berman says, while its direct competitor in the green category is Seventh Generation. "And we compete against a cross-section of mainstream brands like Clorox."
The 10-year-old company sells in 25,000 retail locations in the North America, the U.K., France and Australia, through stores like Target, Lowe's, Whole Foods, Bed Bath & Beyond, Wegman's Safeway, and Duane Reade.