stainmaster “All the Social”

I helped launch real-time social for Stainmaster Carpet Cleaner headed by the ubiquitous Gary Vaynerchuck.

This was real always-on creative, meaning we posted every day, up to 30 times per platform.

After over 500 posts in just three months—brand recognition hit an all-time high and target area sales increased. Most importantly, the internet fell in love with a carpet cleaner.


Agency: VaynerMedia

Role: Concepts. Copy. Strategy. Tone of voice. Community management. Social listening. Media to build out audiences for multi-channel targeted ads.

STAINS IN-FEED

We started on social by only “following” stains we could remove.

 
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ASMR - CAT FOOD

We then purposely made a mess and cleaned it up, to show our product’s power and to give people tingles.

The plan worked. The Youtube results of “CAT ASMR” exceeded all benchmarks.

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ASMR fans were overjoyed.

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ASMR - DOG FOOD

Why stop there? We cleaned up dog food, too. With plenty more ASMR.

COMMUNITY MANAGEMENT

When people questioned our sponsored posts, we told them the truth, and they loved us for it.

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CLEAN OR LEAN?

The Tide pod challenge was all the rage, so we had a fun post about it. One repost turned into an amazing “clapback.”

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FELLOW KIDS

On Twitter, every day, brands get hit with the Buscemi “Fellow Kids” gif. We were not immune.

Instead of letting it go, or trying to fight back, we made our own version that was actually good (according to the troll community).

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REDDIT - FELLOW KIDS

Our meme-ish ads also ended up on Reddit r/fellowkids—a subreddit dedicated to calling out brands trying too hard with memes.

The crazy part? The posts that called us out said we were doing a good job.

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