Our paid and organic social strategy helped Elbow Grease to build an Instagram community of 118k, sky-rocketed ROS and won shelf space with national retailers

The Brief

Elbow Grease® is a blockbuster-selling cleaning brand. The hero product, All Purpose Degreaser, has attracted a cult-like online following hidden within micro-communities across Facebook, and for many years went un-noticed... until now. Elbow Grease approached Target in 2019 to help the cleaning brand sparkle on social with a paid and organic strategy. The four goals were both commercial and brand-focused:

• To build a brand with a cult digital following, with target KPIs set at 100,000 new Instagram followers and 10,000 new TikTok followers.
• To drive revenue and win shelf space with national retailers, measured by rate of sale [ROS] with major stockists.
• To design and curate Instagram content that leans into modern Internet culture and stimulates conversation, measured by engagement rate.
• To plan and roll out an influencer marketing strategy (supported by paid social) to create awareness in emerging markets, measured by reach, impressions and brand sentiment.

Our Response

The Next Steps

In Q3 2022, we will be leading Elbow Grease's D2C eCommerce plans by piecing together an eCommerce marketing strategy for their new Shopify offering. That tactics that we are currently considering for early testing include marketplaces, such as Amazon Ads, as well as Google Search & Shopping, Pinterest Ads, and eCommerce SEO.