Brian O'Toole: Integrated Marketing Expert + People Leader
Brian O'Toole: Integrated Marketing Expert + People Leader
Combining relevant social talent and premium content creation to drive impact with Lysol’s target audience of millennial moms
To build brand love with millennial moms by showcasing how Lysol can help protect their families by killing 99% of germs in their homes.
We sought to develop a holistic ad-campaign featuring relevant mom-fluencers to engage Lysol’s target audience in a new, engaging way.
After a series of hit mom-focused parody music videos on YouTube, we partnered with the Texting Yoga Pants to create a music video showcasing how moms have 99 problems - but thanks to Lysol a germ ain’t one to the beat of Jay-Z’s mainstream hit 99 Problems.
Candidly, this campaign did not hit the air. The tone and tenor of the discourse across the country and our industry had changed drastically following a series of infamous ad headlines a week prior to our launch.
The client team loved the creative and still wanted to run the campaign, but ultimately heeded our advice to keep this on the shelf.
This experience taught me so much about the importance of our work and the social responsibility we have as marketers.