To launch a new Clorox laundry product we wanted to get involved with New York Fashion Week. However, with our budget we couldn’t officially do so. So, we partnered with a high fashion production house (Vallee Duhamel) and produced a series of Clorox-branded Vine videos as supplementary entertainment for the massive fashion event paired with on the ground activations.

Clorox isn’t much of an authority in the fashion world, but Vallee Duhamel is. So, with the partnership in place, we created a series of six-second Vine videos featuring models wearing colourful tighty-whities in irreverent situations. We posted the Vines on Twitter, housed them on a dedicated section of our website and used Twitter to spread them. Next, we put our media strategy to work, sending our models out into real world New York in just their skivvies (resulting in extensive online coverage) and arming a set of online influencers with our assets to share with their audiences.

Cloey de La Rox was a total success. Our digital runway captured the attention and excitement of our audience. It might have been the product, it might have been the colors, but we’re pretty sure it was all the butts. Either way, in just a few days our campaign produced 35 million impressions, including top-tier coverage in Good Housekeeping, Refinery 29, Adweek and POPSUGAR.

The conversation wasn’t just one-way, either. On Twitter, our video saw a far above industry average 6.35% engagement rate, proving that consumers loved Cloey. We were ecstatic. The client was thrilled. But mostly importantly, we had successfully introduced millions of consumers to a new, rule-breaking product.