During the 2016 Academy Awards season, Pine-Sol found a humorous and interactive way to join the Oscars’ real-time commentary. As the copywriter, I worked with the creative team to develop tweets and image/GIF copies that were used during the red carpet and live show. We created adaptions of movie posters for the nominated films as well as real-time reactions in the form of GIFs featuring the Pine-Sol Lady.
The brand delivered a fun experience that not only allowed it to enter a trending conversation with the use of the hashtag #FreshWin, but also showcased the product and its qualities in an unexpected way that resonated with different audiences.
Some KPIs and highlight tweets:
Copy: Silvia Rodriguez
Graphics: Oriana Gonzalez