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SpongeTowels Spring Cleans Toronto

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A Brand that Became Larger than Life.

How do you make national news for paper towels? That was the challenge we faced with SpongeTowels in Spring 2018. Our solution was to take the brand’s larger-than-life, attention-absorbing Sponge Pocket mascots to the streets of Toronto with ambush activations.

Background

Canada’s favourite paper towel, SpongeTowels, is an everyday commodity playfully personified by a playful squad of Sponge Pocket mascots, lovingly nicknamed “Spongie.” They’re featured in a constant quest to clean-up Canada’s toughest messes in all the brand advertising. Our PR plan was to make Spongie real with engaging and photo-worthy Spring-cleaning activations throughout the streets of Toronto.

Expert in all things XM, Strategic Objectives took three Spongies and a crew of brand ambassadors to Spring clean Toronto’s most prominent landmarks while earning digital, social and traditional media shares.

The Challenge

Canada's most effective, fun-loving and helpful paper towel brand

Our challenge was to position SpongeTowels as Canada’s most effective, fun-loving and helpful paper towel brand and;

  • Leverage social media contesting to incite consumer curiosity and interest
  • Earn branded, editorial media coverage to drive product awareness and positive brand affiliation
  • Drive product trial and sales through surprise brand interactions

The Solution

Generate Positive, Authentic Brand Engagement

Our strategy was to create a news-making, city-wide clean-up combining social influencers, brand ambassadors and contesting with the Sponge Pocket mascots to make news and generate positive, authentic brand engagement.

  • We brought humour, free samples and coupons to the neighbourhoods of Toronto with our attention-absorbing clean-up team; and earned perfectly-shareable branded videos and pictures
  • Social contesting brought our activation to homes and communities across Canada
  • We generated branded features in Canada’s print, broadcast, and digital media

The Result

We Clean Up Good

4.9M

Traditional Media Impressions

800K+

Social Media Impressions

2.6K+

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