A cleaning survey opened retail doors.
AlEn needed a media-worthy idea that could also help win retail buyers. Notably turned parents’ overlooked cleaning habits into proprietary research, generating more than 400 placements, nearly 3 billion impressions, and 12 million estimated unique views. The same evidence gave the sales team a useful story for retailer conversations.
SURPRISE + PARTICIPATION
People notice a familiar behavior when they learn they may be getting it wrong. A cleaning habit survey turned an everyday task into a source of surprise and self-recognition.
We created proprietary research around parents’ overlooked cleaning habits, producing a story that reporters and retail buyers could quickly understand.
400+ placements, nearly 3B impressions, and 12M estimated unique views. The Abuela campaign was recognized in the 2026 Effie Awards.