Ad Age selects Signal Theory for Best Places to Work
2024
Ad Age selects Signal Theory for Best Places to Work
2024
Faultless: Lively Probiotic Cleaners Launch
Not all bacteria are bad – Lively probiotics bring immeasurable amounts of good to every home they enter.
We launched a new line of cleaning and pet care products that not only introduced probiotics to their respective industries but also offers parents confidence and comfort as family-friendly products for families.
As a new brand, Lively needed to establish equity in the oversaturated cleaning product industry. Additionally, we needed to educate consumers about cultivating good bacteria in their homes, especially since other brands focus on eliminating all bacteria.
People, and parents especially, care about what they bring into their homes. Lively utilizes natural probiotic cleaning power to ensure a safer environment for their family, pets and household.
We created Lively from the ground up. After hundreds of names and just as many iterations of logos, we narrowed to three options to vet through consumer testing. “Lively” was a clear winner with its nod to the way probiotics are alive. Probiotics work by eating the food sources of bad bacteria, eliminating them for up to three days (in some products). With an established name and visual identity, we designed packaging for all six products and developed a go-to-market strategy.
We had a three-part goal for this campaign: to raise awareness about our new brand, to educate consumers about probiotics in cleaning and pet care, and to create a message our consumers could resonate with. “Put more good into the world” achieved all three. It attached a positive message to the Lively brand, reassuring consumers that with every spray, they are doing something positive for their families.
To further connect with our audience of mothers and busy parents, we used childlike drawings and a child voiceover to accompany the animated video (shown above). We activated influencers as relatable voices that our audience would connect with, and influencer management thereafter helped ensure the Lively message was continuously and clearly communicated. Our influencers even brought their children and pets into their cleaning routines, showcasing the family-friendly nature of the product. This approach succeeded in grabbing the attention of our consumers, and it also required us to simplify the topic of probiotic cleaning into a digestible format that would be understandable to all ages.
Our product launch plan included a series of video spots for Connected TV, YouTube, digital placements and social media as well as organic social and paid content from several micro- and macro-influencers known for their lifestyle, cleaning and pet-focused content.
Authentic product reviews from influencers combined with public relations outreach to credible media publications provided consumers with social proof that the Lively product line was trustworthy and reliable. Winning the Good Housekeeping Best Cleaning & Organizing Award for one product and earning the Martha Stewart Good Things seal on two others provided even more shopper validation.
“Our Good Housekeeping Cleaning Lab pros and brigade of 200 consumers spent several months testing the newest, most innovative cleaners, appliances and organizers. After analyzing over 1,000 products, we selected winners that are worthy of being in all homes – and your product made the list!”
– Good Housekeeping Lab Team
We also launched a retailer campaign using geotargeted social ads to support local retailers carrying Lively. Post-launch, Lively was positively received – especially for being fragrance-free and safe around kids and pets. Our content from influencer partners had the greatest impact on conversions and sales, with the majority of purchases from the website being driven by their posts. Plus, sales skyrocketed once products were introduced on Amazon.
The greatest payoff of this campaign was enabling our consumers to put more good into their world by creating a comfortable and safe space for their families.
156%
net revenue increase from first three months to second three months
46%
of impressions from Facebook and Instagram ads featuring influencers
84%
of Meta-attributed conversions from influencer content
“Love cooking with little ones! Defo need that spray to clean up after. ❤️”
– @monstar_007 on Instagram
“Can we please work together again sooner than later? I’m serious, I would love to have a more long-term relationship with Lively.”
– Bonnie Hoellein, macro-influencer
“Our Good Housekeeping Cleaning Lab pros and brigade of 200 consumers spent several months testing the newest, most innovative cleaners, appliances and organizers. After analyzing over 1,000 products, we selected winners that are worthy of being in all homes – and your product made the list!”
