Consumer, Award-winning, PR Campaign, Activation
Lysol Laundry Sanitizer was a new product designed to kill bacteria that live on washable fabrics, but many parents were not aware that it is an additive to their regular laundry cycle – not a detergent itself. Further, many were unaware that regular detergents generally leave bacteria behind. We needed a compelling way to illustrate a dirty problem, and a comforting message to demonstrate Lysol’s solution.
We found the answer in one of the most loveable things on Earth – a stuffed animal – focusing on children’s unique emotional connections to “lovies” and how they can become some the most bacteria-filled items in the home. Positioning Lysol Laundry Sanitizer as the hero that could help care for and refresh even the most loved stuffed animal, we first visited three New Jersey elementary schools with a custom Lysol Teddy Repair truck where we “borrowed” children’s lovies, then returned them a week later, sanitized and with rips and tears mended. These reunions were captured and used in our hero video to launch the campaign nationally and announce a sweepstakes for parents to enter for the chance to have their child’s lovie sanitized and repaired by Lysol. We also partnered with DIY expert influencer Mandi Gubler to create DIY Teddy Repair tips for parents across the country.
Earned Media Impressions
Of The Stories Carrying a Positive Sentiment
The campaign generated more than 355 million earned media impressions, with 100% of the stories carrying a positive sentiment. We surpassed KPIs for sweepstakes entries, and Lysol’s web traffic spiked in the months during and following the campaign. The campaign has received various accolades in 2020 including PRWeek, Sabre and Effie awards.