THE CHALLENGE Increase Moms engagement with the Mrs. Meyer’s Clean Day brand through user-generated content.
THE IDEA The “Get Messy” Contest took place in three separate segments over the course of 3 weeks. Each segment featured a unique theme and a chance to win a grand prize. To enter, participants uploaded an original photo of their kids getting messy, matched with the current theme, using #GetMessyContest. They were then asked to share the photos with friends and family and vote.
THE RESULTS The campaign successfully attracted an audience ranging from young moms to grandmothers and reinforced Mrs. Meyer’s Clean Day’s positive and family-oriented brand image.