Helping moms “Lysol That” everywhere they are

Lysol, a leading global brand of cleaning and disinfecting products, wanted to evolve its brand experience to fit more seamlessly within the digital lives of American moms. They came to Genuine for creative that would reach moms wherever they are.

The Insight

Online and off, moms are the center of their family’s world. Super-busy and hyper-connected, they plan, research, review, shop and share online and on a variety of platforms.

The Solution

To connect with the multitasking, multi-channel mom maven, Genuine strategized and executed an integrated digital strategy that lived everywhere mom is. On Facebook, we created helpful and healthy community-building conversations. Online and in store we offered sweepstakes and family-friendly games. We even went to her kid’s school, on tour with an interactive learning bus tricked out to teach children about washing their hands. And our paid media campaigns and social videos were so effective, they inspired a national TV campaign.

The Results

Our work led to a national TV campaign, and cleaned up on social:

  • Facebook: 57% increase in user engagement and 36% growth in fans.
  • Power & Free Launch: 310MM added value impressions, increased monthly engagement 13X
  • #LysolThat Social Videos have been viewed over 18MM times and inspired a national TV spot
  • New Moms Campaign delivered 75.2MM impressions and reached 10.4MM moms ages 25-54 in eight weeks