ECOS, a climate-friendly cleaning company, asked us to relaunch their Plastic-Free Liquidless Laundry Sheets to a younger audience. So naturally we decided to target a single guy, Max. A regular, unsuspecting 20-something in Portland. Why not target everyone? Because every brand does that.

We studied, followed and targeted Max across media channels in the real world and online—even a Maine Coone fan site—before turning to TikTok to share our efforts and convert everyone’s For You Page into a “For Max Page” with more than 40 videos. Encouraging TikTokers and creators to help us change this one guy’s mind. And guess what, he got the sheets.