Challenge
01
In launching its new 3-Ply paper towels, Brawny wanted to inspire purchase intent and convert loyalists of competitive brands by becoming the ultimate symbol of strength and dependability.
Solution
02
To put Brawny at the center of culture, we capitalized on conversation making a splash all over the internet: the ‘messy’ breakup of Bachelor alum Rachael Kirkconnell. As the whole country was reeling over the split, the ever-dependable Brawny Man swooped in to clean up the mess.
The campaign then escalated with the introduction of the Brawny 3-Ply Guys, a thirst-worthy, real-life cleaning service amplified through influencer collaborations, paid and organic social and earned. High-profile personalities like Brittany Cartwright, Heather McMahon and Ciara Miller showcased the Brawny 3-Ply Guys cleaning up both literal and figurative messes, infusing humor and cultural relevance to captivate target consumers. Hidden ‘IYKYK’ easter eggs and clever social moments further fueled shareability and engagement across platforms.
Impact
03
By highlighting that our target feels burdened by cleaning and finds partners more attractive when they help, we positioned Brawny 3-Ply as the solution. Re-launching the Brawny Man rooted the brand in strength and trust, driving awareness. The earned campaign generated 1.8 billion impressions (+266% of goal) with 97 percent of coverage secured outside of the home vertical.
