Closet Refresh
OxiClean™ tapped GCW to reinforce its commitment to sustainability and upcycling — so GCW built Closet Refresh around National Clean Out Your Closet Week and made spring cleaning a fashion story.
Sustainability claims are cheap and sustainability behaviour is not, so the campaign was built on something people already do. March brings National Clean Out Your Closet Week, and GCW took the moment to create the OxiClean™ Closet Refresh campaign, celebrating sustainable ways to do a spring clean.
A partnership with celebrity wardrobe stylist Maeve Reilly and the sustainable fashion company Swap Society engaged a younger target audience and drove top-tier media headlines and coverage — reaching people through the wardrobe rather than the laundry aisle.
Results
- 700+ million total PR impressions
- 1.5 million total airings
- Partnerships with stylist Maeve Reilly and Swap Society
