To illustrate just how powerful and safe GREEN WORKS® products are, we threw a fashion show with a big surprise – we unleashed countless muddy puppies and a shockingly powerful clean up.
Objective: To increase awareness and encourage consumers to try Green Works instead of conventional products by helping them believe that green is for everyone.
Strategy: Create a sharable stunt to showcase the shockingly powerful cleaning power of GREEN WORKS®.
Outcome: Over 1.1Million views of the long form video and over 201K of the short form video.
The overall concept for this stunt video was inspired by real reviews from customers about GREEN WORKS® products. Many reviews contained messages about the fact that these products were safe around pets.
Leaning into this insight, the team looked to how we could leverage this idea of safe around pets, but also show how the products were strong enough to tackle the most absurd mess imaginable. Hence the idea of multitudes of puppies came to light… if one puppy is cute, a pack of them is even cuter.
The juxtaposition of the polished sophisticated audience and the awkward tumbling energetic puppies, keeps you hooked – watching the video all the way through. The muddy puppies are so cute that the fashionitas can't help but pick them up and get muddy alongside them. That's where the true cleverness of the video comes through, as a viewer you wish you were there to be surrounded by the puppies.
After all is said and done, viewers can see that the mess is cleaned up with the naturally derived products –effectively showing how powerful GREEN WORKS® products are. So these products can tackle such a big mess, they are certainly good enough for your home.
In an effort to increase video views and further promote both the effectiveness and friendliness of the Green Works product line Green Works partnered with Best Friends Animal Society, offering a $1 donation for every video view up to $25,000 for Best Friends to continue their animal rescue efforts.
On October 2, 2014 Green Works announced their partnership with Best Friends by kicking off "Adopt a Shelter Dog Month," with a Los Angles based video premiere party for local LA media and pet lovers. The brand engaged "New Girl" star Hannah Simone as the party host and spokesperson. Hannah served as the perfect spokesperson as an avid user of natural cleaners and a dog lover herself who had recently adopted her own shelter dog "Maggie".
The premiere party featured a green carpet were Hannah and fellow celebrities Bella Thorne, Gilles Marini and Jenna Ushkowitz walked with their pups for everyone to see and media and party guest had the opportunity to play with adoptable puppies provided by Best Friends and sample the Green Works product line.
By leveraging Hannah Simone and the partnership with Best Friends the brand was able to secure several media hits for Green Works and the Muddy Puppy video launch including:
To date the Muddy Puppy program has garnered over 56.2MM impressions and led to over 1.1 MM views of the Muddy Puppy video making this one of the most successful video projects for GREEN WORKS®.
This video should definitely win.
