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All detergent and Peanuts target moms with interactive BuzzFeed

An interactive BuzzFeed and cross-device video are just two of the ways that the Sun Products Corp.?s all detergent brand is putting mobile at the core of a new wide-reaching integrated campaign featuring the Peanuts gang. 

With moms the effort?s target audience, the company recognized the need to insure all of the touch points are mobile-friendly as these consumers have embraced smartphones as personal assistants in their busy lives. The multi-year partnership kicks off this week and features national television and print, digital, social activation, retail and consumer promotions. 

?The all campaign is anchored by promoted social across Facebook, Twitter and Instagram and supported by cross-device video,? said Scott Gelber, executive digital director at Merkley + Partners, the agency that worked with Sun Products on the campaign. ?The majority of consumption of all these channels is now on mobile, making the space essential to the campaign?s success.

?For the all and Peanuts campaign every single piece of content has been created with a ?mobile-first? perspective,? he said ?Whether that is the dynamic visuals with short provocative copy for ?feeds,' an interactive Buzzfeed experience that?s optimized for mobile consumption or a UGC contest ? a national search for the world?s dirtiest kid ? that users can seamlessly enter via any device, we have truly put mobile at the center of the user experience.?

World?s dirtiest kid
A cornerstone of the strategy from Sun Products  is user generated content-focused social campaign with an interactive Buzzfeed program. 

The social campaign will center on a search for the ?World?s Dirtiest Kid,? with content deployed across Facebook, Twitter, Instagram and YouTube.

Consumers can also follow along at,, and on
The effort will also include a national newspaper free-standing insert and print ads in People, BH & G, Dr. Oz, Parents and Women?s Day.

The campaign also includes a new TV spot featuring live actors portraying Peanuts Gang characters Pig-Pen, who is always depicted in dirty clothes and surrounded by a cloud of dirt, as well as Charlie Brown, Lucy, Linus and Snoopy. 

In September, the campaign content will shift to computer-generated imagery in anticipation of the release of The Peanuts Movie, which premieres on Nov. 6 and is the first new feature film for the characters in 35 years. 

Resonating with moms
The goal of the campaign is to drive excitement as well as retail sales in the highly competitive laundry category.

With all?s audience skewing strongly towards households with children, the brand chose to partner with the Peanuts brand, which continues to resonate with consumers and moms. The brand owes its endurance, in part, to its portrayal of kids with different personalities, such as Linus? sweet sensitivity, Charlie Brown?s can-do attitude or Pig-Pen?s penchant for getting dirty.  

The Peanuts has 96 percent brand awareness with moms, a daily readership of 45 million and a social media reach of one billion impressions, according to Sun Products. 

The campaign focuses on Pig-Pen as the embodiment of the brand?s promise to fight tough kid stains. ?
The partnership with Peanuts is being used to launch new products, including allRadiant, all free clear OXI mighty pacs and all OXI laundry booster for sensitive skin. 

?Simply put, when you analyze the shifting and ?on-the-go? media consumption of today?s moms - all?s target audience - and overlay it with the knowledge that the majority of traffic to their Web site and social properties already comes from non-desktop, it is evident that this campaign could not succeed without a focus on mobile,? Mr. Gelber said. 

Final Take?
Chantal Tode is senior editor on Mobile Commerce Daily, New York