The creative idea was to make Mr. Clean a real friend. We leveraged the brand’s biggest asset: the icon himself. We set him free on Facebook, changing his page from a boring brand page to a real friend page. We used Facebook ad units to get the word out and drive intrigue around his physical appearance, then crafted content around his life, his opinions, and his participation in real-world events - like Movember and Valentine's Day. You know, things that your friends are already doing.

After 9 months, our 'likes' had grown by 22,000% to over 280,000, and average feedback per post jumped 1,800% - all without using coupons or freebies to get people to 'like'. He's since been featured all over the news and Internet, in places like Mashable, AdBuzz, and even the Wall Street Journal.