ARM & HAMMER™ Power Sheets Launch
ARM & HAMMER™ Laundry tapped GCW to launch Power Sheets and reach a younger demographic. The campaign generated 2.6+ billion PR impressions and 2,000+ airings.
ARM & HAMMER™ Laundry tapped GCW to raise awareness and build excitement around the launch of Power Sheets, with the brand's own goal of reaching a new, younger demographic — Gen Z and Millennial women.
GCW cultivated a partnership with the actor, musician and activist Victoria Justice. That ran from in-feed reels and stories promoting the environmental benefits of Power Sheets and driving purchase via Amazon on Instagram and TikTok, through to a satellite media tour built around Victoria's own favourite ways to “be green.”
Pairing a sustainability product with a sustainability advocate, rather than a generic celebrity, is what let the same message work in social and on broadcast — and the launch produced significant top-tier coverage and audience engagement.
Results
- 2.6+ billion total PR impressions
- 2,000+ total airings
- A Gen Z and Millennial audience reached through Instagram, TikTok and a satellite media tour
