Inspiration & Challenge
At a time when people were stuck at home, people needed a little joy more than ever. method wanted to ‘spread joy. not germs’ to homes far and wide during the COVID-19 lockdown and to bring a smile to people’s faces. How? By giving people method products in a joy bundle to share with the elderly, vulnerable and those in need during this time.
Execution & Creativity
method was keen for the Joy Bundles initiative to be implemented as soon as possible as a reactive Instagram campaign. Influencers were gifted 4 Joy Bundles of method products – 1 to keep and 3 to pass on to those in their community that were either elderly, vulnerable or caring around the clock. In order to make the bundles personable and to spread joy further, influencers added their own notes, messages and flowers. Bright and uplifting content was published over a 3-day burst, lighting up Instagram with positive ‘spread joy’ content. Due to influencers and everyday fans of the brand not only asking to be part of the campaign but also to help deliver products to those in need, method ran a second burst in August.
FACTS & FIGURES
Markets
Results
During uncertain times, the idea of being kind and spreading joy to others captured influencers’ and audiences’ hearts. This genuine story made it a proven success; demonstrated by activating not only 1 but 2 campaign phases – both of which elevated the brand’s initiative, drove social engagement, positive sentiment and created joyful quality content. method’s Instagram saw a +24% increase in following (June 1st-end Aug). This campaign is now a multi-award-winning campaign, having been awarded Gold for Best Use of Instagram and Bronze for Best Home & Decor Campaign at the Influencer Marketing Awards, and Gold for Best Home & Garden at the Shorty Awards 2021.
