Liquid-Plumr: Will it Clog?

Liquid-Plumr, a brand of drain cleaner, partnered with a YouTube channel to create entertaining content and increase brand awareness in the US.

Background and context

Drain openers are not something people want to think about, making driving sales uplift challenging. Liquid-Plumr, being a category underdog, needed to create a campaign that would make them stand out among consumers who faced the stress of clogged pipes. With a small media budget, the brand showed consumers the sheer power of the product, increasing awareness and driving purchase at the shelf.

Campaign objectives

After traditional media campaigns failed to turn around declining sales, it was time for a campaign that Liquid-Plumr – and competitors – had never tried before.

Because many consumers go to YouTube...

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