Cleaning product brand Vanish NapiSan wanted its new product range, Oxi Action Crystal White to be famous for keeping white clothes white. In order to create brand awareness and engage a broader audience it decided to try and sponsor the world’s most famous white building, the White House. We knew that trying to secure exclusive naming rights and erect a Vanish NapiSan billboard on the landmark would be enough to fuel a PR and social media campaign.
We sent company spokesperson Adam Whittaker to the US to seek support from the Americans. The strategy was to document this audacious bid and feed it into a Facebook page and use it to spark media interest. We set up meetings for Adam with US politicians, influencers and celebrities, and captured voxpops of Adam putting the idea to regular Americans. When the campaign for THE White House failed, we would then turn it around to sponsor A white house in Australia.
We received widespread media coverage, appearing in every major Australian national/state newspaper, 120+ items appeared in the US, including CNBC, ABC and two interviews on Fox News, each airing to 50million Americans. Twitter reach was 500,000+. The Facebook site received 22,000+ visits.