Looking beyond the obvious
SC Johnson recently launched an integrated campaign for their new product – Scrubbing Bubbles Automatic Shower Cleaner. The campaign hits most of the right notes in terms of integrated campaigns – sponsored Ipsos survey released to the media; TV spot continuously driving to a microsite for a demo of how the product works & coupon; website with cute flash piece showcasing the benefits, contest entry for free maid service for a year, product FAQ, coupon. The site is obviously geared to the target demo of most cleaning products – 30+ women with kids.
Not too bad, although a crucial missing element is the community building and interaction. The site features a feedback section, but it is a standard form submission into the innards of a corporation, and not all that enticing. A simple solution, and one with limitless possibilities for positive PR and brand building (essential in all successful launches!), is a forum where the public can share the wonders of the product with each other, exchange further cleaning hints and favourite products, and interact directly with SC Johnson to enhance the product and spread the word. A further benefit would be the spontaneous consumer testimonials that can be spread into other marketing messages.
However, the big miss for me is in the targeting. This product begs to be marketed outside of the CPG norm. It is the perfect product to test on young adults and bachelors. We all know that this demographic are not big fans of cleaning; would they not also be instant evangelists to their networks for a product that could change their relationships with soap scum forever?
Imagine the possibilities & the potential goldmine within: college dorms, shared housing/ roommates, bachelor pads, young couples.
Product launches need not be ‘one size fits all’ integration – by creating a sub-campaign targeted specifically to a younger and more distinctly male demographic, SCJ could corner the bathroom market with a fickle and primarily disinterested group of consumers for years to come… and before their competitors release their versions of the automatic shower cleaner. Early in the launch is the time to test strategies and tactics before the market becomes saturated & reaching consumers becomes increasingly costly.
An outside the norm demographic, while solving a real need, would be a good place to start in this case.