OUR WORK Tru Earth
How Tru Earth Inspired Millions to “Give a Strip” about the Planet for Earth Month 2024
Each year, 645 billion plastic household product containers, including single-use laundry detergent jugs, contribute to harmful pollution in landfills and oceans. Tru Earth, a certified B Corp, partnered with FINN to boost brand awareness for their sustainable Eco-Strips® laundry detergent, designed to clean effectively while reducing environmental impact.
GOAL
Make affluent Gen X moms aware of Tru Earth as an eco-conscious cleaning brand.
SECTOR EXPERTISE
Consumer & Lifestyle
Sustainability & ESG
100%
YOY increase in retail store units
2.4x
return from Instacart ads
4.7%
increase in email marketing order rates
The Work
Despite the product’s potential, Tru Earth faced low brand awareness and launched a bold Earth Month campaign to stand out in the competitive retail market.
The campaign, led by an actor and dancer with massive Gen X appeal, used humor and a “stripping” theme to promote removing single-use plastics from laundry routines. A teaser post, launch video, and sustained media efforts captured attention, highlighting Tru Earth’s mission and product benefits while resonating with eco-conscious Millennial and Gen X moms.
The results included a 100% YOY retail sales increase, 40+ million paid ad impressions, and record social media engagement. Media coverage reached over 320 million impressions, and Tru Earth’s founder reported unprecedented investor interest, positioning the brand as a leader in sustainable cleaning solutions.
