Celebrating Millennial Roommates and Helping to Make their Lives Easier
O-Cedar was looking to connect with a millennial audience to drive awareness of its new ProMist MAX Spray Mop. Competing with category leader Swiffer, the brand was looking to make an impact in the floor cleaning category. We needed a unique campaign that would deliver an authentic brand connection with millennials.
Our independent research found that 60% of young adults in the U.S. live with roommates. To build on this data, we also conducted a national survey of 1,000 millennial roommates to gather insights about their living and cleaning habits, and found that 47% of millennials confessed that cleanliness as the most important factor when choosing a roommate.
Strategy and Execution
Since the streamlined ProMist MAX is perfect for apartment dwellers, we specifically wanted to target millennial living in apartments with roommates and celebrate this common, yet underappreciated roommate relationship. We declared June 6th as National Roommate Appreciation Day and created a dedicated campaign landing page that hosted assets we created like O-Cedar’s “Makes Your Life Easier” Roommate Agreement to help roommates set fun house rules and drove excitement with a $5,000 Ultimate Roommate Appreciation Sweepstakes.
Strategic influencer partnerships were key in spreading the word about National Roommate Day and driving traffic to the microsite. “New Girl” actress Hannah Simone acted as O-Cedar’s spokesperson, delivering campaign messages in an interview with popular lifestyle website Apartment Therapy. A variety of micro-influencers helped us deliver our message across social channels with engaging posts.
Our survey findings were converted to a easily shareable “Roommate Cleaning Confessions” infographic and distributed on the wire for maximum buzz and to help with O-Cedar’s SEO.