Dirt, moms and social media; Mrs. Meyers cleans up in a saturated market

Kate    March 8, 2012

Organization name: Mrs. Meyers Clean Day
Industry: Cleaning products

Lessons for others

In addition to offering a quality product with a clear differentiator (it smells better), Mrs. Meyers has struck a chord with conscious shoppers. User-generated content is a powerful marketing tool; it reinforces the tendency consumers have to trust each other over messages that come directly from marketers. That’s one reason so many campaigns these days integrate a social element: to tap into the authenticity of individuals sharing opinions and knowledge.

When Mrs. Meyers asked their followers on Facebook to vote for their upcoming magazine ads, one told them not to bother advertising and to hire a full-time social marketer instead!


Description of how social media is used for business performance

REALTIME ADS: The realtime ad essentially offers a social experience within the ad itself. A recent online ad for Mrs. Meyers said, “Clean should smell better” and instructed users to “Hover to expand.” When a cursor is placed over the ad, it extends downward to expose an area that, depending on what button is clicked, displays real-time Facebook wall posts, Twitter users posting about Mrs. Meyers, or a video from the brand about Thelma Meyer, for whom the brand is named.

Consumers on average spent 30 seconds interacting with the ad, compared with an average of what, according to Google, is just 11 seconds. In addition to spending more time on the ad, consumers were more likely to click on a “learn more” button to go to Mrs. Meyers’ own Web site, with 35 of every 1,000 users clicking through, compared with an average of just one in 1,000.

This is an interesting evolution for advertising and it potentially changes the entire concept from being prescriptive, to participatory.

MOMMY BLOGGERS: The analysis firm eMarketer estimated that in 2010, there were more than 3.9 million women with children who were bloggers. In a recent report, eMarketer said that mothers were more likely to visit blogs than users in general, particularly to seek advice on parenting issues, and that the popularity of social media like Twitter and Facebook was helping to drive traffic to their postings.

Haworth, an independent agency, last September conducted a brand-awareness campaign for Mrs. Meyer’s Clean Day products. The agency devoted 52 percent of its initial introduction budget to online media, and a big part involved the SocialMoms network.

On behalf of Mrs. Meyer’s, the site, under its previous name Twitter Moms, put out a call for submissions to its network, asking bloggers for their best ideas for a “cleaner, greener home.”

The bloggers didn’t need to mention a single Mrs. Meyer’s product in their posts or messages. The bloggers’ Twitter messages all carried the #mrsmeyers hashtag, which allowed the company to track what messages were going where.

The one-month campaign resulted in 7.68 million Twitter views as well as millions more through blog rolls and display ads, Mr. Calhoun said.

Web references: http://www.mrsmeyers.com/,