Building a brand with high-quality content on organic social

In Q1 of 2025, we executed a video-first social strategy for Libman designed to maximize visibility, engagement, and conversion during a key purchasing season. Prioritizing Meta platforms, the brand delivered short-form content that met consumers where they were most active—on mobile, and in motion.

Approach:

• Paid Media led with high-performing branded and influencer-driven video content to support new product rollouts and boost retail readiness.
• Organic Social focused on authentic community building and consistent storytelling to grow Libman’s digital presence and drive loyalty.
• The Road to Clean Giveaway, launched during March Madness, leveraged cultural relevance and interactive content to engage new audiences and generate record-breaking follower growth.

This integrated approach demonstrated the power of culturally aligned, video-centric content in fueling full-funnel brand success.

Social Content Examples

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Aligning with the Moment: The Road to Clean Giveaway

To tap into the nationwide buzz of college basketball and spring renewal, Libman launched The Road to Clean Giveaway—a 14-day, tournament-style promotion hosted on Meta platforms. The campaign married Libman’s practical cleaning solutions with the energy of March Madness to create a culturally relevant brand experience.

Campaign Objectives:

• Strengthen brand association with timely cultural events
• Engage new and existing audiences in a high-impact, interactive format
• Showcase product variety and value during peak cleaning season

Results:

• Reached over 2.8 million users
• Gained 10,000+ new followers
• Generated more than 4.7 million impressions

This culturally tuned approach allowed Libman to break through the noise, achieve record engagement, and convert attention into lasting brand affinity.

Paid Media: Strategic Spend, Scalable Impact

Throughout Q1, Libman implemented a performance-driven paid media strategy designed to support retail teams introducing new products across North America. The focus was on maximizing ad efficiency while expanding market reach.

Executional Tactics:

• High-quality branded content emphasizing product functionality
• Use of influencer partnerships and user-generated content (UGC) to increase authenticity and trust

Key Metrics:

• Delivered over 32 million impressions
• Drove more than 7.1 million thruplays on Meta platforms

This approach not only reinforced in-store initiatives but also expanded Libman’s footprint across digital touchpoints, delivering scalable results at key moments in the buyer journey.

Organic Strategy: Building a Community, Not Just a Following

Libman’s organic content strategy on Facebook and Instagram prioritized authentic engagement and community-building. By spotlighting real users, sharing value-driven content, and fostering interaction, the brand cultivated loyalty and long-term relationships.

Tactics Deployed:

• Giveaways and follower-submitted content to drive participation
• Influencer collaborations aligned with Libman’s core values

Organic Results:

• 33+ million impressions
• 119,000+ engagements
• 14,000+ new organic followers
• Successful launches of two new products in emerging markets

Through consistent, values-aligned storytelling, Libman built more than a following—it built a loyal digital community.

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