Sunlight: Relaunching an Icon

North and Sunlight logos on a blue background

Bottle of Sunlight with kaleidoscope of laundry items behind it.After nearly two years of inactivity on social media, iconic laundry and dish soap brand Sunlight was ready for a comeback. With a new website and line of products, the brand needed to relaunch in a big way. North Strategic designed a wide-ranging social media campaign, including influencer content and paid ads, that focused on the lifestyle attributes of a clean family life and the specific trusted functionality of the product itself. Both advertising and influencer elements surpassed campaign benchmarks.




Statistics: The campaign garnered 80+ MM impressions and drove a lift in ad recall by 2.7 pts. Facebook and Instagram paid placements reached 67% of our target audience, which was above our reach breakthrough goal of 50%. Paid placements received a 10% engagement rate across English and French markets. Influencer content achieved an average engagement rate of 7%, well above the 2% industry average and benchmark for the campaign.