Lysol just stitched up an unbearably cute marketing campaign. Called “Teddy Repair,” the brand’s initiative helps fix and disinfect kids’ dirty and damaged stuffed toys. In an industry where brands tend to be weak at Instagram (it’s been nearly half a year since the last Instagram post from the average home care brand), Lysol’s tactic could drum up some much-needed digital awareness.
Lysol’s teddy wellness trip begins online, where parents can apply to have their child’s stuffed toy admitted for repair. The brand will choose the 500 toys most in need of mending, and the selected parents will then send the toys in for Lysol to repair and sanitize. Last but not least, each toy will be set up with a tracker bracelet so families can keep close watch on their stuffed friends’ progress via their mobile phones. For those who aren’t selected, the home care brand is also pairing up with Insta-blogger and DIY-er Mandi Gubler to provide site visitors with tips and tricks for stuffed animal repair.
When it comes to social media, home care brands have a hard time. Lysol, in particular, faced the highest absolute loss in Facebook community size this year as well as a declining share of voice on digital ads, according to Gartner L2’s Digital IQ Index: Home Care. Though the new campaign may not inspire consumers to buy Lysol any more than they already would, it can certainly build up a stronger, more memorable image for the brand, which is often outshone by rival Clorox, which serves three times more impressions and earns a spot in Gartner L2’s Genius category. In contrast, Lysol plunged from Gifted to Average. Hopefully this campaign can help the brand dust off its digital presence.