Industry: Consumer Products
Key Channels: Email, Social Media, Direct Mail, Teacher Website
Lysol partners with MDR to reach tens of thousands of teachers with campaign to create healthy classrooms
ABOUT LYSOL
Lysol is the No.1 disinfectant brand in the U.S. with over 50% of households using Lysol products, including everything from disinfectants to fabric cleaners. Families have trusted the brand to help keep their homes healthy for over 100 years. Hospitals across the U.S. also trust the brand to satisfy their cleaning and disinfecting needs.
CHALLENGE
Ask any teacher, today’s classrooms are messy, busy and sometimes chaotic. To make sure they are also healthy, happy and squeaky clean, Lysol, the iconic brand known for its products that help prevent the spread of germs, wanted to increase educator loyalty and engagement with Lysol Wipes and make them #1 on teachers’ school supply lists.
So Lysol partnered with MDR, a leader in creating innovative in-school, youth and family engagement programs for corporations, non-profits and foundations. MDR developed the My Healthy Classroom initiative, providing teachers with resources, tips and ideas to keep classrooms healthy and clean. This year-long experiential campaign was designed to heighten brand awareness for Lysol Wipes among educators and encourage teachers to influence parent purchase through take-home tips and coupon offers.
SOLUTION
MDR leveraged WeAreTeachers, the #1 media brand for educators, to launch a custom, integrated marketing solution for Lysol that included a Classroom Makeover Giveaway, a teacher website, printables, social videos, coupon offers and healthy classroom posters. Custom market research benchmarked Lysol’s brand affinity with teachers and use in classrooms. An extensive sampling campaign delivered Lysol Wipes directly into the hands of 900,000 K-6 teachers.
A free “Happy & Healthy Classroom Kit” with tips for teachers and parent take-homes help keep students healthy all year long. Teachers can sign up on the My Healthy Classroom website to receive a direct mailing with the kit, which includes tips for parents, too, like the “Healthy Habits Punch Card” to get kids on track with healthy habits at home.
Each campaign component included multi-channel promotion through WeAreTeachers social channels, co-branded emails, social videos, and multiple blog articles on WeAreTeachers.com on topics such as “5 Tips for Your Classroom Makeover from The SuperHERO Teacher.”
SUPPORTING STRATEGIC PARTNERSHIPS
MDR also supports two strategic partnerships for Lysol: Box Tops for Education and Kinsa, a thermometer company. As the exclusive Household Cleaning Products Brand partner with Box Tops, customers can clip and collect Box Tops from Lysol products like disinfecting wipes and cleaners, and to help earn money for their schools. Through the partnership with Kinsa, they were able to provide 48,000 thermometers to families at schools for free as part of the healthy classroom initiative.
CLASSROOM MAKEOVER GIVEAWAY
An entry on Instagram from Brittany, a first-year teacher at Florida’s Marjory Stoneman Douglas High School, won the support of her fellow teachers from around the country. Brittany returned to her alma mater for her first year of teaching and was excited to decorate her classroom turning into it a beautiful, comfortable and inviting space.
Her entry received an outpouring of support from the education community, with more 6,000 likes and hundreds of comments, including many who wanted to give up their entry in the contest to her and her students.
RESULTS
To date, the campaign results are outstanding. In just six months, MDR has driven over 10M brand impressions for Lysol, and thousands of teachers have taken advantage of coupon offers and other giveaways.
The My Healthy Classroom initiative is achieving its goal of demonstrating Lysol’s support of teachers by empowering them to protect the health of students. Even more importantly, it is building brand affinity for Lysol by allowing teachers to join together through its Classroom Makeover Giveaway to support one of their colleagues who had faced unthinkable tragedy.
The Classroom Makeover Giveaway was a huge success with 4.6M brand impressions for Lysol and nearly 2,150 high-quality entries that included passionate stories and photos from teachers explaining their need for a classroom makeover. When it came time to select a winner, the contest took a unique twist that demonstrates the unity of the U.S. teacher community.
WE'RE HERE TO HELP
MDR is a full-service school and community engagement partner. A division of Dun & Bradstreet, MDR is a different kind of integrated marketing services agency that combines rich data with unique digital, creative, and branding capabilities.
We’ve been connecting brands through data and marketing services to educators, youth, and parents for 50 years. Reach targeted audiences through our database and digital communities SchoolData, WeAreTeachers, WeAreParents and School Leaders Now.
Connect With Us
MDR’s team includes top email marketing experts, social wizards, the brightest of data geeks, award-winning writers, and many former teachers. If you’re ready to get started building engagement with educators, schools, and families, contact us!
