The Drum Awards for Marketing - Extended Deadline

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By Michael Feeley | Founder and chief exec

April 27, 2015 | 2 min read

Home cleaning specialist Vileda has launched its second social media campaign which will run across their Facebook and Twitter channels and follows on from their recent TV advert for the new 100°C Hot Spray Mop.

The campaign consists of a series of four videos documenting the ‘Vileda Baby Crawling Championship’. The videos initially build up the suspense before the big race with an introduction to the contenders and press conference of the babies trash-talking their competitors. The campaign then culminates in a final battle cross the finish line.

Throughout the two-week campaign, Vileda will be running a competition with the opportunity to win one of ten 100°C Hot Spray Mops, as seen in the video. Entrants are asked to guess which of the four babies featured in the campaign will win the big race, with answers submitted on Vileda's Facebook and Twitter channels as well as through the official campaign webpage.

Emma Crosland, trade & digital marketing manager at Vileda, said: "The 100°C Hot Spray Mop is a totally new concept to the market so it’s crucial that we create awareness and educate consumers in order to make it a success. The video campaign follows on from our recent TV advert, and shows a softer, fun side to the brand - cleaning can make you smile!"

The campaign and competition launches today on the Vileda Baby Crawling Championship page and using the official campaign hashtag #CrawlingChamp.

Ink Digital provided the campaign planning and strategy, social media posts across Facebook and Twitter for the two-week campaign, e-mail marketing, advertising and is handling the social seeding of the videos.

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