45K fans for a plant-based cleaning brand
Nobody thinks about detergent. Building a community people actually showed up for meant giving them a reason to turn up that had nothing to do with buying any.
Scope
Social media management and paid Facebook advertising for the plant-based natural cleaning brand across Facebook, X and Instagram: organic content and calendar development, recurring giveaway franchises, co-branded partnerships, community management, sweepstakes design and paid campaign strategy.
Challenge
Household cleaning products are a low-interest category. People buy them, use them under the sink, and rarely think about the brand again.
Biokleen had a genuinely differentiated plant-based formulation and a loyal natural-channel following, but a large and largely passive Facebook base that engaged when prompted and went quiet otherwise.
What we did
Crier built the program around participation rather than promotion. Recurring franchises gave fans a standing reason to return: Stain Suspect, a weekly post asking fans to name a stain for the chance to win the product that beats it, plus Fan Friday and laundry trivia that turned the brand’s own expertise into a conversation.
Around that spine, Crier designed sweepstakes tied to real moments: a 25th Anniversary campaign offering a spring cleaning service, an Earth Day partnership with the Change the Course water restoration initiative that asked fans to pledge as well as enter, and a Baby on Board giveaway targeting the cloth-diapering community with gDiapers.
Co-branded giveaways extended reach into adjacent audiences through Bob’s Red Mill, Earth Mama Angel Baby and Earthbath. On paid, Crier ran a sustained Page Like program alongside promoted sweepstakes posts, reallocating spend monthly against cost per fan.
Results
The Facebook community grew from 32,140 fans in September 2014 to 45,116 by December 2016.
In the April 2015 to March 2016 year alone the program added 6,600 new fans and generated 2.5M impressions, 19,800 interactions and 460,289 page impressions reaching 286,808 users, plus 329 new X followers and 176 new Instagram followers. Sentiment held at 64% positive against under 6% negative across the year, reaching 70% in individual months.
Where the step changes came from
The 25th Anniversary campaign generated more than 55,000 entries and over 700 new fans. The Change the Course Earth Day partnership delivered 4,100 entries and pledges, 655 new fans and 154,700 in reach. Baby on Board produced 3,160 entries, 1,421 new fans and 4,540 visits on 153,000 in reach.
Paid proved the most efficient lever: in December 2016 the program added 2,231 new fans in thirty days, with Page Like ads accounting for 86% of that growth.
“We consider the team at Crier to be an extension of the Biokleen marketing team. They have built our social presence into an ever-growing and engaged audience of passionate brand advocates. They are flexible and quick to come up with smart solutions to just about any challenge we throw their way.”
The short answers
What did Crier Communications do for Biokleen?
Crier Communications handled social media management and paid Facebook advertising for the plant-based natural cleaning brand across Facebook, X and Instagram, covering organic content, recurring giveaway franchises, co-branded partnerships, community management, sweepstakes and paid campaign strategy.
How do you grow a community in a low-interest category?
Give people a reason to show up that has nothing to do with buying the product. Crier built recurring franchises such as Stain Suspect, a weekly post asking fans to name a stain for the chance to win the product that beats it, plus Fan Friday and laundry trivia, then designed sweepstakes tied to real moments.
What results did the Biokleen program deliver?
The Facebook community grew from 32,140 fans in September 2014 to 45,116 by December 2016. The 25th Anniversary campaign alone generated more than 55,000 entries, and sentiment held at 64 percent positive against under 6 percent negative across the year.
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