In 2018, MOEN launched the top-of-the-line MOEN GX garbage disposal range with The Home Depot. They wanted our help to promote it, and they didn’t have a lot of money to do it. Besides the budget, we had another major challenge: No one cares about garbage disposals. It is difficult to breakthrough enough to get people’s attention and create awareness. It’s made even more difficult when you’re trying to sell a product that everyone avoids looking at so much that they hide it under their counters.

How do you make an impact for just $60,000? You put the MOEN GX to the test, turning it into hundreds of videos and a Facebook Live event, and you make the humble garbage disposal an action star. You make people care about your product, or at least, you make them pay attention to it for a little while.

We knew that capturing the internet’s attention wasn’t going to be easy with a garbage disposal ad, so we took the most fun thing about a garbage disposal, the disposing, and just did it over and over and over and over again. We put our budget (and our influencer) to work building a clear sink on a white set, and putting tons of colorful food down the drain, creating content you couldn’t help but watch.

Take the most interesting thing about a garbage disposal, and put it on display. We wanted to create garbage disposal content you wouldn’t skip, even if you could.

To reach our targets—homeowners and DIYers—we used a mix of organic and promoted content that brought viewers into the viewing experience through multiple channels. We optimized SEO and targeting on platforms like YouTube or Pinterest, where people are searching for recipes and ways to upgrade their kitchens. Instead, they found themselves watching crazy things going down the drain.

We approached the production and media strategies like we lived through the Great Depression—make the most of every bit of food. We turned one eight-hour shooting day into compilations, supercuts, a live event, and over 200 individual pieces of content. We tagged and SEO optimized customized copy for each, and wrung every last social post from what we shot.

We created a campaign that took one product, one influencer, one simple set, and a whole lot of food to create over two hundred videos for YouTube and Pinterest. We kicked it all off with a Facebook Live event hosted by our influencer, which we shared across his channels. We created an extensive amount of content that could live across The Home Depot and Home Made Modern channels, that functioned for Pinterest and YouTube equally. We distributed the work in the places where most people search for recipes, so we could create different ways to get the content in front of different audiences, and get them started down the MOEN GX rabbit hole.

We received over 22 million views across our content, with an average of two ads watched per person. Viewers spent 5 days cumulatively watching the seven-minute supercut. The campaign increased engagement rates by 96%, with more likes, shares, and comments than previous work, and over 38 million impressions across Pinterest and Facebook. The campaign surpassed every benchmark for any garbage disposal campaign that we could find.