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Friday, February 24, 2012
A Lesson in Marketing Brilliance: Method Laundry Crowdsources for Commercial
By: Stephen Delaney
In today’s marketing climate, innovative companies realize that marketing is no longer a one-way street. Instead, companies are increasingly engaging in an open dialogue with their consumers. When their company was faced with massive marketing challenges, Method Laundry decided to include their consumers in the conversation. Eric Ryan, co-founder of Method, says, “As a mission-driven brand, we have great consumer advocates.”
Those advocates stepped up to the challenge, allowing Method to produce a commercial via crowdsourcing. Consumers submitted clips of “themselves performing specific actions from a storyboard,” which were edited into one commercial. The week that the commercial debuted, it was the 93rd most viewed video on YouTube. It helped launch Method’s Facebook page, increasing their fans by 68 percent.
By running a company entirely aligned behind their mission, including their marketing efforts, Method cultivated a loyal consumer base. When Method turned to their consumers for help, those consumers jumped at the opportunity to support a respected, mission-driven business.
Watch the "Laundry Room Love" video below.