Bon Ami - Clean Made Simple Campaign
Bringing a Heritage Brand into the 21st Century
As a century-old cleaning product, Bon Ami has been a household staple for generations. However, as buying power shifted to millennials, Bon Ami saw year-over-year sales declines. To fuel product growth, they needed to become relevant to the new generation of cleaners.
Green Matters
Understanding the millennial audience expects their products to be safe for humans and the environment, MBB developed a messaging platform and brand look and feel around Bon Ami’s no harsh chemicals solution. Then we took that reimagined brand to market.
Results
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24%
Lift in message awareness from the campaign
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17M
Impressions from influencer content
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77%
of the new Bon ami follwers were due to influencer activation.
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2.4%
Engagement Rate on Facebook (vs .17% benchmark)
A Revamped Look
We refreshed BonAmi.com and let the brand celebrate its heritage with bold colors and modern takes on retro imagery. We created custom social content, banner ads, six-second digital pre-roll spots, and influencer communications.
Making it Influential
We partnered with celebrity influencers, like Jade Tolbert, who distributed authentic content, fueled word-of-mouth buzz, and amplified our brand messaging with mass scale.
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Eye-Catching Work
The campaign caught the eye of Walmart, who applauded Bon Ami’s influencer activation and discussed opportunities for a future partnership.
