Build a market for a new cleaning product, Rubbermaid's Reveal Mop, from a brand with little awareness in Australia, no above-the-line support and limited retail distribution through just 50 Bunnings hardware stores nationally.
Rubbermaid needed more Bunnings stores to stock the mop. So we chose to work through the Australian Mummy blogging community, seeding the product for trial, spreading the news of the Reveal mop by word-of-mouth and peer-to-peer recommendation. With the power of this buzz and demonstrated consumer demand, Rubbermaid would be able to renegotiate and extend retail space for its Reveal Mop.
Through its Mummy Bloggers network, Porter Novelli identified bloggers to review and promote the Reveal Mop giveaways. The (Rubbermaid) Organised Home Facebook page was developed to provide tips on getting your home in order, at the same time featuring how Rubbermaid products could help. The Facebook page launch coincided with the launch of Rubbermaid's Australian website and the 30 Prizes in 30 Days promotion, highlighting and giving away one Rubbermaid product each day for a month.
As positive blog review started appearing, Mummy bloggers also took to the Facebook and Twitter account, talking lots about the Reveal Mop. Porter Novelli was inundated with additional product review requests by popular bloggers. More than 25 reviews were published, generating nearly 1000 comments to date. The Organised Home Facebook page earned more than 1500 'likes' in its first few weeks alone.
By social media the Reveal Mop campaign has reached more than 88 000 Australians.
Comments on blogs, Facebook and Twitter highlighted how Reveal Mops were unavailable in most Bunnings stores. This provided the foundation of a business case for Bunnings to increase stores stocking the mop. Distribution was first expanded to an extra 30 stores, but as awareness and sales have increased, the Reveal Mop is now available in 160 Bunnings stores around Australia.