With the most miserable day of the year approaching, Method wanted to “Spread Joy, Not Germs” by rebranding Blue Monday into Pink Monday, banishing those January blues by bringing a flurry of pink unbridled joy in the form of Method’s number one recruiter product, Wild Rhubarb. By exploding the addictive power of Wild Rhubarb, Method wanted to drive product sales and awareness amongst the more affluent, house-proud, aesthetic-loving “Social Spenders”.
With 2020 being a tough year, starting 2021 positively was essential. The Positivity Project built upon Stylist’s ongoing positive mindset and mental health care conversation. Partnering with Stylist, Method was placed at the heart of the project, educating and motivating readers to seek positivity, driven through print advertorials, online articles, email takeovers, editorial mentions, co-branded logos throughout the print issue, and a social takeover comprising Instagram Lives, feed posts, stories, and more.
All elements of the campaign delivered in full, with both advertorials, performing significantly over the benchmark, and receiving positive feedback on encouraging concepts, beautiful artwork, and high-quality content. 75% of readers confirmed the campaign made them feel positive and uplifted, and 80% of campaign recognisers planned to act as a result of seeing the activity, including buying a Wild Rhubarb anti-bac spray or Method product.