Viral video for cleaner hands

Objective

Create a viral video that will encourage kids to wash their hands with a song that can also be placed on SoftSoap bottles in a microchip to play at the sink.

Target

Moms and kids.

Insight

Kids were more likely to do something fun than something presented to them as “good for them.”

Strategy

A cartoon video with a catchy song that told kids exactly what to do with SoftSoap.

Execution

A before and after look at washing your hands from a kid’s point that ingrains the action they need to take to take part in the song. “Pump the Pump.”

Results

Over 250,000 views on YouTube and positive reviews on prominent mom blogs.