How we turned Charlotte Products’ scientific expertise into The Science Behind the Clean, a flexible creative platform that brought the brand’s strengths together and delivered strong performance across channels.
Charlotte Products
- 32KClicks — 2X the campaign goal
- 46%Lower cost per click than forecast
- 251Paid form submissions
Background
Charlotte Products is a Canadian manufacturer of high-performance commercial cleaning solutions, backed by decades of scientific expertise, in-house manufacturing and hands-on customer support.
Services
- Brand & Audience Strategy
- Creative Strategy & Campaign
- Paid Media Strategy
- Campaign Asset Development
Challenge
Charlotte had plenty of proof behind its products. The challenge was turning that science into a compelling brand story that facility managers could quickly understand—and that could work across its full range of products and services.
Human Insight
The real cost of clean isn’t the product. It’s the labour.
Building More Than a Campaign Idea
We turned Charlotte’s scientific expertise into a connected creative platform. Inspired by the periodic table, The Science Behind the Clean gave products, services and points of difference a role within one recognizable system. Proven performance, simplified systems, reliable supply, training and support became memorable “elements” that could flex from paid media and product messaging to trade shows, dispensers and digital tools.
A Winning Formula
The creative platform translated into strong media performance. The campaign generated 32.5K clicks, twice its traffic goal, at a $0.99 CPC, 46% below forecast. LinkedIn traffic creative reached more than 107,000 target professionals and achieved a 3.54% CTR among Facility Managers. Across the full flight, paid media generated 251 form submissions and 17 confirmed CRM leads.