ECOS
— Convincing Max
Convincing Gen Z to change their laundry habits - one person at a time.
Overview
ECOS is a climate positive cleaning company that wanted to introduce a new product, Plastic-Free Laundry Sheets, to a new audience: Gen Z. Instead of trying to make a whole generation switch to ECOS, we dedicated our entire budget to convince one person -- a guy from Portland named Max.
Results
✲ 2.2M Views on #ecos4max hashtag
✲ 1.8M Views across all TikTok content
✲ 100K Engagements on TikTok creator content
✲ Featured in AdWeek “Marketing Morsels”
✲ Ad Age Small Agency of the Year Featured Work
Instead of convincing everyone on Earth to change their mind, we got everyone to change one person’s mind.
1 / Our campaign explained in a TikTok video.
2 / We created a custom page on the ECOS website just for Max.
3 / We put up billboards in his hometown. Unfortunately, his neighbors didn't get it.
We did everything we could to convince Max to switch to ECOS Plastic-Free Laundry Sheets. We bought a giant billboard with his face on it, hung up fliers around his neighborhood, and made shirts for people to wear in the park where he exercises. We even changed the ECOS website to be a personal message to Max.
We took great measures to ensure Max had no idea about the campaign to get an authentic reaction. We gave our talent agency a vague brief and spoke to talent about a vague project, careful not to reveal the brand or our idea.
As a member of Gen-Z, we knew that Max wasn't just looking at billboards and flyers. So we got six big TikTok influencers that Max followed to make personal appeals to Max to change his laundry detergent.
In the end, we finally got Max to buy ECOS Plastic-Free Laundry Sheets. The only question left is: who's next?
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