RainX
Rain-X came to GCW to build brand equity and prove the product belonged outside the automotive aisle. The answer was a shower door cleaner — and consumers filming their own water-beading videos.
Rain-X approached GCW with the challenge of enhancing brand equity and showcasing alternative uses beyond the automotive field.
GCW implemented a comprehensive strategy: engaging lifestyle ambassadors for extensive press coverage, launching a diverse range of home products, and positioning Rain-X as a versatile brand across multiple channels.
That produced the Rain-X Shower Door cleaner, which gained overwhelming media attention and did something better than coverage — it inspired consumers to make their own water-beading cleaning videos on platforms like YouTube. The success reinforced Rain-X's entry into the household market, demonstrating adaptability, appealing to a broader audience, and leading to strengthened brand equity, increased consumer engagement and successful market expansion.
Results
- A new household product line launched from an automotive brand
- Consumer-generated water-beading videos on YouTube and social
- Brand equity strengthened and market successfully expanded