Martha Stewart Clean

Research & Implementation:
Extensive research was conducted by the client in terms of the dynamics of natural cleaning product category, and the green consumer, which will be shared in greater detail in the full submission. A lot of this research indicated that the power of the Martha Stewart brand would fare well in Canada as it did in the U.S.

From a PR perspective, secondary research was implemented by reviewing the media outlets the client wanted to target, to ensure Martha Stewart products were supported in Canada.  Many mentions of other Martha Stewart products such as paint, bedding, closet organization and crafts were found. Further research was conducted to get a sense for not only journalist reaction to green products, but the consumer as well, so that messages could be crafted accordingly.

Analysis:

The green consumer in Canada exhibits similar traits as the one in the U.S. Some green consumers may over-exaggerate their commitment. It was revealed that more and more consumers (not necessarily core green) are willing to try green products if the price is right, and if they work! The creation and sales of Martha branded products were on the rise and everyone agreed that some PR might be the most effective tool for getting Martha’s green story and commitment to the environment out into the Canadian market. We also learnt that Martha Stewart practices green at home and that’s why she turned her time honoured cleaning solutions into easy to access formulas, at a competitive price point.

Objectives:

• Create awareness for Martha Stewart Clean household products by earning product mentions in editorial (aim for a product shot, and/or brand logo in each mention)
• Use PR to change perceptions of “green” products, highlighting efficacy of Martha Stewart Clean products and thus encourage trial
• Aim for an ROI of at least 3 times of cost of the campaign based on ad value, with impressions of at least 10 million

Strategy & Tactics:

• Target long-lead media (mainly women’s and lifestyle magazines) with a personally delivered eco bag full of Martha Stewart Clean products, product information, green fact sheet, and news release on disk (no paper was distributed in keeping in keeping with the green theme)
• Aim for product placement/mentions in new product pages/columns
• Follow-up with media relations (aim for mentions around Spring Clean, Earth Day and General Household Cleaning opportunities as per editorial calendar)

Audience:

1. Canadian Media:

• National Consumer Magazines (LONG LEAD):

      Women’s Lifestyle (with focus on Home Décor/Lifestyle)

• National Newspapers (SHORT LEAD):

      Lifestyle sections (target spring clean, earth day)

2. Audiences of above media:

• Women (25 – 49)

3. Martha Stewart Consumer (Primary)

• Women (25 – 54)
• Active “green” and “organic”

      Secondary Target: Thinking about being more environmentally conscious; willing to try “green” products; medium to heavy users of household cleaners

     Tertiary Target: Martha Stewart devotees

Key Messages:

• Introduce Martha Stewart Clean – brand new line now in Canada
• Drive home key product attributes: natural, green, fragrance-free, plant and mineral based, allergen free, efficacy, sustainable packaging, recognized by Design for Environment (DfE)
• Educate on each individual product in line (10 products in all) via product fact sheet
• Educate on environmental best practices via green fact sheet

Budget, Constraints & Challenges:
Considering there was little advertising support to aid the launch of this product line, a lot was riding on PR to secure national earned media coverage. There was also the initial questioning of Martha as a “green” crusader, but this was resolved by pointing out some of Martha’s show clippings and excerpts from her Homekeeping Handbook, where she provides tips for cleaning naturally. A huge challenge was Martha’s schedule, and she was not able to come to Toronto for a media event, so we had to be extra creative in our media relations approach!