The Trendiest
Apartment
How do you introduce the cleaning power of Pledge to a new audience?
Pledge has been a go-to surface cleaner to keep homes shining for generations. But new competitors were causing millennial homeowners to associate the brand as being something for their parents rather than themselves.
Every month, over 45 million Americans turn to Pinterest for inspiration to decorate and revive their homes. To show Pledge was still on-trend, the brand built an apartment that was decorated in real-time to match trending Pinterest searches. As the trends changed, so did the apartment—all while Pledge was there to make sure that every surface remained spotless.
The Activation
As the rooms were designed, our team created over 150 new Pins that were uploaded in real time.
Over the course of 12 hours, we decorated (and redecorated) an apartment in real time based on different Pinterest trends. All to prove that Pledge can clean any surface, no matter what’s trending.
On Social
We designed and developed a series of social assets to help tease the event and drive engagement.
