In a pilot program, the Glad Food Protection team set out to showcase the versatility of its Press'n Seal product both in and out of the kitchen in a relevant and unique way. We needed to showcase the product benefits as well as substantiate the brand equity, proving that The Glad Products Company is made with its core consumer in mind. We invited people to engage with the brand on social to share their own Press'n Seal home uses and hacks to generate coverage and conversation with the following end goals:
2-3MM+ video views
200-300 Sweepstakes entries
10% lift in social conversation around Glad Press'n Seal
We made the strategic recommendation to amplify the brand's equity by bringing its multi-purpose sentiment to life in humorous, tangible situations using YouTube, a medium that generates attention, talk value and endorsements.
Armed with the knowledge that consumers are on the hunt for lifestyle hacks, we connected with highly-engaged audiences online to give them tips and tricks with a relatable, comical tone. The Glad Food Protection team partnered with one of the most-watched YouTube channels, What's Up Moms, to create a custom video showcasing the versatility of Press'n Seal. Known for their short form comedic videos, and having just come off of the viral success of their song parody "I'm So Pregnant," What's Up Moms served as the perfect partner to bring the brand vision to life while authentically engaging our audience in a breakthrough and ownable way.
The video titled "Dad Left Alone With Baby!" reached people in a unique way that celebrated Press'n Seal's many product benefits. With prolific branding throughout the video, the tone and nature of the content delivered on relatability, authenticity and humor, ensuring virality. It took a unique approach of showcasing a fun take on the modern family dynamic with dad left alone at home with his young daughter for the first time. Like any new parent, he experienced many obstacles as he adjusted to taking care of his daughter without the help of his significant other. Luckily for him, Glad Press'n Seal proved to be a key partner, helping him wrap up any challenge thrown his way, and then some. The short video spotlights the product's key attributes, as a tool in the kitchen to help protect and preserve food to reduce food waste, as well as other smart ways to use it around the house, some comedic, as hacks to help anyone save time.
The team found that people were already sharing ways in which Glad Press'n Seal was revolutionizing their home experience via social media. So in tandem with the video launch, we leveraged existing trending topics and social conversations, to challenge consumers to show off their own wrapping skills through the Wrap Outside the Lines Sweepstakes. Consumers were presented with eight different challenges, wrapping everything from food to tools, engaging a specific weekly hashtag on Twitter for the chance to win.
For added engagement the Glad Food Protection team partnered with Modern Day Moms to host a #WrapOff Twitter party. During the hour-long party, for which the designated hashtag was trending in the U.S., 119 participants drove conversation around their favorite Press'n Seal hacks for busy families, as well as the What's Up Moms video and Wrap Outside the Lines Sweepstakes.
This highly successful effort exceeded the program objectives and goals:
With more than 14.2MM total video views, the video far surpassed expectations and continues to gain momentum with a reposting tied to Father's Day that generated more than 11.8MM views and 7.9K comment, 298K+ shares and 65K likes on Facebook
More than 500 YouTube viewers to date have commented with meaningful mentions proclaiming their love for the video and new found love for the brand
The "Wrap Outside the Lines" sweepstakes generated 513 entries, surpassing our goal by 41%
Sparked robust conversation, with #WrapOff hashtag used 3.5K times on social
Secured more than 16.2MM total impressions for a CPM of $3.87
Resulted in a 17% lift in traffic the brand's website, and increased brand awareness on social by 42%
The program also generated a tremendous amount of excitement at Clorox, Glad's parent company, and the team who frequently noticed their social networks organically sharing the video