This is a case on how to colour people’s opinions of laundry through social media. Cheer is a brand in the detergent category, a highly competitive market led by P&G brands with over 50% market share. Cheer has been around for 50 years, but has been losing ground to the better supported, bigger brands in the market.

The rescue strategy: expand the brand's user base by targeting a new generation of consumers, Millennials, at the point of market entry, and largely neglected by the rest of the brands.

The objective: create relevance for Millennials, through engagement and trial

Cheer re-launched with new packaging,new language and innovative acts,all living in a completely digital playground.The launch centred on a young,up and coming indie band from Australia and a colourful interactive video for their hot new single ‘Climbing Walls’. This was not only a first for Cheer, but also the first ever interactive music video,where people could ‘dig stuff’,and ‘get stuff’. During the launch,video viewers simply clicked on annotations within the music video and the colourful item they clicked was sent to them along with a Cheer sample.

2 weeks prior to launch,the program was teased with a robust iMedia campaign.All pieces drove to a Facebook event page where people could RSVP to the release of the interactive music video experience. When the video went live, all iMedia changed to direct people to the video on the bands YouTube channel. However, to claim their prize, they were directed back to Cheer’s Facebook page.

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 2 weeks. Cheer's new followers praised the unique approach with 22,623 'likes' and comments. The brand's colourful content and news travelled 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.