method is the brand turning the mundane task of cleaning into the marvellous. They prefer biodegradable ingredients that come from natural plants, with products packaged in 100% post-consumer recycled plastic bottles. method products smell like heaven and clean like heck.
At a time when people were stuck at home, people needed a little joy more than ever. Cleaning products (surface cleaning category +66.5% / +£56.2m YoY) and hand soap (+149.2% / +£39m) were very much in demand and the most vulnerable were missing supplies they needed whilst shielding.*
method wanted to ‘spread joy. not germs’ to homes far and wide during the COVID-19 lockdown and to bring a smile to people's faces. How? By giving people method products in a joy bundle to share with the elderly, vulnerable and those in need during this time.
Objectives:
Grow awareness of method’s joy bundles initiative across Instagram and spread joy to homes far and wide by gifting method’s joy bundles during the COVID-19 lockdown
Deliver fun and joyful quality content, capturing their gifting journey in the method way at a time when we needed it most
To inspire kindness and sharing within communities
*both categories previously experiencing historical decline. Data source: Nielsen UK.
method was keen for the Joy Bundles initiative to be implemented as soon as possible as a reactive Instagram campaign. Initially, in order to go live in 3 weeks, we knew it had to be a slick operation. Planning was essential as we wanted to work with 50+ influencers in a short space of time and we needed to adhere to the COVID-19 lockdown Government guidelines and be sensitive to the changing social space with BLM and COVID-19 content.
We worked with a combination of Mid, Micro and Nano tier influencers (1.5k-264k followers) to combine reach and authentic engagement. In order to continue the relationship with existing method addicts and to spread joy within the method addict community, we partnered with vetted influencers who we had gifted or worked with previously, which also enabled us to produce content quickly. Our combination of Mid, Micro and Nano tier influencers was a winning formula:
The Mid-tier helped to grow awareness and give credibility to the initiative
The Micro and Nano tiers used their grassroots following and authentic tone of voice to create high engagement
Diversity was of key importance for this campaign so we could spread joy to all communities. With this in mind, we worked with a variety of influencers of different ages, gender and ethnicity.
Due to the pandemic, we needed to ensure that all influencers were safe and adhered to the ever-changing government guidelines, with clear briefing guidelines and government guidance included in all comms and campaign briefs.
Influencers were gifted 4 Joy Bundles of method products - 1 to keep and 3 to pass on to those in their community that were either elderly, vulnerable or caring around the clock. In order to make the bundles personable and to spread joy further, influencers added their own notes, messages and flowers.
In June, our 50+ influencer method addicts created over 396 pieces of content that showed their gifting journey. Bright and uplifting content was published over a 3-day burst, with content viewed, approved and tracked via the agency’s influencer marketing management tool Companion.
The impact of having all content go live at one moment in time made a big splash, lighting up Instagram with positive ‘spread joy’ content. method was blown away with requests across social and customer services, from influencers and everyday fans of the brand not only asking to be part of the campaign but also to help deliver products to those in need.
With this in mind, method decided to run a second burst in August with influencers that requested to be part of the campaign. This led to a further 25 influencers creating 203 pieces of joyful content and more memorable moments capturing their gifting journey.
The campaign showed great teamwork and communication between client and agency, from getting approvals from legal to efficient product shipping and fast content turnaround.
During uncertain times, the idea of being kind and spreading joy to others captured influencers’ and audiences’ hearts. This genuine story made it a proven success; demonstrated by activating not only 1 but 2 campaign phases – both of which elevated the brand’s initiative, drove social engagement, positive sentiment and created joyful quality content. This was achieved through detailed planning, smart execution and efficient delivery.
78 Influencers
259 method joy bundles delivered
777 method products distributed
99.9% Positive Sentiment
5.9% average engagement rate (ER)
599 Total Pieces of Content Created vs. target 269 (June + August campaigns)
330 Value-Add posts - highest value-add pieces to date
method’s Instagram saw a +24% increase in following (June 1st-end Aug)
1.9M Stories Views*
1.5K Total Swipe-up Clicks even though no CTA (swipe-ups went to method’s Instagram)
Charlotte Burges - Brand Manager, method:
“During the campaign, we saw the highest ever levels of conversation online about method and requests from others to get involved really speaks to how the public felt. Following the campaign's reception, we now adopt joy bundle gifting as a ‘surprise and delight’ mechanic for those needing a boost.”
Billion Dollar Boy and method continue to work on executing influencer campaigns for their best sellers and NPD.
* Story views estimated as 10% of an influencer's follower count per story frame.
