The Axis Agency is a full-service marketing and communications agency specializing in engaging diverse audiences. Axis is headquartered in Los Angeles, California, with marketing professionals across five offices in key multicultural markets in the United States.
Social Media Marketing | 153. Instagram Overall
Pine-Sol was looking to create a deeper connection between cleaning and music. At the same time, the agency uncovered an insight that among both Latinos and African-Americans, weekends are for cleaning house. The general market’s approach of 10-minute tidying doesn’t work for the majority of families in the Pine-Sol target market. They go ALL IN on Saturday mornings during which everything is going to be scrubbed within an inch of its life. They clean together and the one thing that can’t be missing? The right musical playlist. And when the right musical playlist is playing, toe-tapping and shimmying to the beat is bound to happen.
We tapped into that insight to launch a social media campaign rallying our target into showing us how they dance while cleaning for a chance to win various prizes. Pine-Sol’s #MyCleanMoves contest campaign was born and we launched a UGC Instagram contest that strengthened the link between cleaning and music, asking people to submit a photo of themselves cleaning while dancing for a chance to win a cash prize, Pandora subscriptions and Bluetooth speakers.
To promote the contest, we relied on:
- Celebrity spokesperson Adrienne Bailon Houghton
- A splash page/gallery where consumers could see other entries
- A integration segment on ‘The Real’ on Fox
The main objective of the Pine-Sol My Clean Moves contest was to tap into consumers’ need for fun cleaning sessions and use music to engage and rally them into sharing their dance moves. This content plan centered around engagement and personalization with a focus on both General Market and Multicultural audiences.
Within this main objective, there were sub-goals. The first was to secure media coverage surrounding Pine-Sol by enlisting the help of a spokesperson—The Real host and Cheetah Girl, Adrienne Houghton. The second was to drive social buzz around the contest by using micro-influencers to encourage their followers to enter via Instagram by using the hashtags #MyCleanMoves and #Contest.
The contest was promoted by spokesperson, Adrienne Houghton, who has a natural connection to dance, as she was a Cheetah Girl and member of the music group 3LW. With Adrienne’s help, we created a media blitz by conducting a media day in which she shared Pine-Sol messaging and contest details with both Los Angeles and national broadcast/radio stations across the country. Adrienne Houghton also spread the word about the contest by sharing her own entry on Instagram as well as sharing two Instagram stories with her followers. The contest was amplified further with an integration on the talk-show ‘The Real,’ where Adrienne serves as a co-host.
To ensure maximum reach, we also enlisted the help of micro-influencers in the lifestyle, parenting, dance and entertainment sphere to share their own dancing while cleaning photos on Instagram in an effort to encourage their followers to enter the contest with the hashtags #MyCleanMoves and #Contest. Two macroinfluencers, Inanna Sarkis and Tianne King create YouTube videos to rally their followers to submit photos.
Prizing started at $5,000 cash prize with other music themed prizes. Winners were chosen by Pine-Sol. To showcase all of the Pine-Sol My Clean Moves contest entries, a splash page was created where consumers could view a gallery of content produced from a need to share our fun cleaning sessions with others.