Millennials,76 million strong, demonstrate a new standard of confidence,intelligence,power and influence that have never been spoken to by a laundry brand.They aren't interested in laundry,which in it itself demands a different approach that taps into their emotional and social needs,i.e. their need for self-expression.Millennials take any opportunity to make a statement about who they are-color and clothing being key ones.Millennials,coined as digital natives,are always on,highly connected,users of social media and drivers of the tech (r)evolution.Impressing them with a new type of interactive experience was a must have to peak interest in a category and an activity they couldn’t care less about.

During the teaser period 12,274 Millennials RSVP’d to the release of the video. When the experience went live on Aug 15, engagement took off dramatically leading to 366,711 YouTube video views and a Facebook fan increase of 47,534 (826%) over the course of two weeks. Cheer's new followers praised the unique approach with 22,623 likes and comments. The brand's colorful content and news traveled all over the web with mentions on Mashable, Fast Company, Creativity Online and numerous music & fashion blogs. The giveaway of 20,000 clothing items and Cheer samples has been welcomed with enthusiasm.