Certified For The Raptors Hardwood
Swiffer aimed to capture the attention of millennial males by shifting their traditional marketing approach towards engaging the Toronto Raptors fan base. To achieve this, Swiffer launched the "Certified for the Raptors Hardwood" campaign, integrating brand messaging through in-venue, digital, and social touchpoints. The campaign featured marquee floor sweepers used in-game and a content series featuring Raptors player Amir Johnson teaching fans how to use Swiffer products. This comprehensive approach heightened brand awareness, increased brand reputation, and drove purchase intent among the new target audience.
THE PROBLEM
Despite its strong product lineup, Swiffer struggled to resonate with millennial males, a key demographic for expanding their market presence.
THE ASK
Drive awareness and consideration of Swiffer among millennial males by integrating the brand into the excitement and fandom of the Toronto Raptors.
CREATIVE INSIGHT
Just as players take pride in the hardwood they play on; fans can take pride in the hardwood in their homes.
THE IDEA
Certified For the Raptors Hardwood - an integrated marketing program that spoke to fans through every Raptors touchpoint. If it wasn’t related to hardwood, we didn’t talk about it.
The
Results
THE Results
This is the power
of partnerships
