Times Square Takeover

Concept: To launch campaign, Mrs. Meyer’s takes over Times Square billboards with nostalgic videos featuring Mrs. Meyer’s products, accompanied by #MemoriesWithMrsMeyers.

Purpose: Make people aware of new campaign, cause excitement.

KPI: Share of voice

TikTok Post

Concept: Video showing Gen Z using Mrs. Meyer’s hand soap that transports them back to a memory.

Purpose: Make viewers aware of how real Mrs. Meyer’s scents are by showing the scent bringing back a memory.

KPIs: Impressions, engagement

Caption: Bring your favorite memories back to life with the realness of Mrs. Meyer’s scents. Find your favorite scent today at MrsMeyers.com

Concept: Gen Z shares a photo of themselves from a favorite memory on Instagram. Mrs. Meyer’s reposts and connects memory to a Mrs. Meyer’s scent.

Purpose: Engages Gen Z by highlighting that Mrs. Meyer’s scents are so real that they can bring back a memory.

KPIs: UGC, hashtag use

Gen Z Memories With Mrs. Meyer’s

Caption: Share your favorite memories, and we’ll pair them with a Mrs. Meyer’s scent!

Post a photo of a memory you love to look back on and share the story behind it in your caption using #MemoriesWithMrsMeyers. We’ll select memories to repost and match them with the perfect Mrs. Meyer’s scent to bring that moment back to life!

Plus, your memory could be featured on limited-edition Mrs. Meyer’s packaging!

Re-live your favorite memories with Mrs. Meyer’s real scents. We can’t wait to see what you share! #MemoriesWithMrsMeyers

Pop-Up Scent Experience

Concept: Pop-up shop where people can experience immersive scent stations for top Mrs. Meyer’s scents.

Purpose: Show how real Mrs. Meyer’s scents are by providing consumers stations to immerse themselves in each scent.

KPIs: Share of voice, foot traffic

Limited-Edition Scent Sweepstakes TikTok

Concept: Mrs. Meyer’s asks Gen Z what scents bring back their favorite nostalgic memories on TikTok. User comments their scent on designated post to enter for a chance to have their favorite nostalgic scent become a limited-edition fragrance by Mrs. Meyer’s. Winner is chosen through most liked comment on post, and they receive a free collection of chosen Mrs. Meyer’s products in their limited-edition scent.

Purpose: Get Gen Z engaged with Mrs. Meyers by asking them to actively participate with the brand for a reward. Emphasizes the realness of Mrs. Meyer’s scents.

KPIs: Comment rate, follow rate

Caption: Gen Z, it’s time to turn your favorite memories into a real scent with Mrs. Meyer’s!

Comment below with a scent that brings back your favorite memory, follow @MrsMeyersCleanDay on TikTok, and the comment with the most likes will become a limited-edition scent! Ends April 4, 2025.

We can’t wait to see what you come up with! Start commenting!

PR Package

Concept: PR box scent to influencers when a memorable life event happens, so that they can re-live it through Mrs. Meyer’s scented products in the future.

Purpose: Emphasizes the realness of Mrs. Meyer’s scents by demonstrating that people can transport to memorable times by using their products.

KPI: Share of voice

Recipients:

Emily Mariko: TikTok (12.4M followers), Instagram (1.9M followers)

Bria Lemirande: TikTok (1.8M followers), Instagram (165K followers)

Emma Chamberlain: YouTube (12.1M followers), Instagram (14.8M followers)

Victoria Paris: TikTok (2M followers), Instagram (423K followers)

In-Store Installation

Concept: Poster stand that allows consumers to wash their hands with Mrs. Meyer’s Hand Soap and use Mrs. Meyer’s Hand Lotion.

Purpose: Engages consumers with products and allows them to smell how realistic Mrs. Meyer’s scents are. Provides a sensory experience with the brand.

KPIs: Share of voice, UGC

Spotify Playlists

Concept: Creation of cleaning playlists on Spotify for popular scents by Mrs. Meyer’s. Playlists are made of songs that bring nostalgia to Gen Z.

Purpose: Connects with Gen Z audience with songs that bring them nostalgia. Uses a memorable, sensory experience that connects back to Mrs. Meyer’s scents.

KPI: Saves

Spotify Ad

Concept: Gen Z influencer Emma Chamberlain reads an advertisement for Mrs. Meyer’s during her podcast. She speaks about the realness of Mrs. Meyer’s scents.

Purpose: Connects Mrs. Meyer’s to a large Gen Z audience. Focuses on the realness of Mrs. Meyer’s scents and how their scents bring back memories.

KPIs: Impressions, engagement

Limited-Edition Packaging

Concept: Limited-edition package design for fan-favorite Mrs. Meyer’s scents. Features photos that are submitted through #MemoriesWithMrsMeyers.

Purpose: Excites consumers to share their nostalgic photos to have the chance to be featured on limited-edition packaging. Enables Mrs. Meyer’s to engage more with Gen Z audience.

KPIs: Share of voice, engagement