Bronze Effie Winner, Digital Commerce / Commerce & Shopper
Finalist, Social Media - Products / Digital
Finalist, Social Media - Products / Digital
The Problem to Solve:
Glade’s lack of relevance had retailers questioning its role on the air care shelf. To change course, we needed to find a way to make Glade candles go viral with Gen Z audiences.
The Insight:
Gen Z has a preference for dupes over full-priced luxury brand items.
The Idea: The Dupe Detector The Glade Dupe Detector is a unique mobile commerce experience that allows shoppers to take a photo or enter the URL of a luxury, or more expensive brand candle to detect if there is a duplicate or similar scented candle from Glade, at a better value. Upon detection, Glade shares the dupe or a similar scented candle, along with an offer on Glade products. We amplified the experience on social with 9 total influencers famous for dupe culture callouts to use our mobile experience and recommend Glade as a better value alternative. Not only did we convert Gen Z candle lovers from more expensive dupes, we also gave them an offer to save on Glade for their next purchase to maintain consumer retention.
Glade’s lack of relevance had retailers questioning its role on the air care shelf. To change course, we needed to find a way to make Glade candles go viral with Gen Z audiences.
The Insight:
Gen Z has a preference for dupes over full-priced luxury brand items.
The Idea: The Dupe Detector The Glade Dupe Detector is a unique mobile commerce experience that allows shoppers to take a photo or enter the URL of a luxury, or more expensive brand candle to detect if there is a duplicate or similar scented candle from Glade, at a better value. Upon detection, Glade shares the dupe or a similar scented candle, along with an offer on Glade products. We amplified the experience on social with 9 total influencers famous for dupe culture callouts to use our mobile experience and recommend Glade as a better value alternative. Not only did we convert Gen Z candle lovers from more expensive dupes, we also gave them an offer to save on Glade for their next purchase to maintain consumer retention.
