Stainmaster Activation

Here, Bridget’s objective was to take Invista’s Stainmaster brand, already well-known in carpeting since 1986, into an entirely new market: high-end bedding.

Through her research, Bridget learned that people are reluctant to buy high-end bedding because of its tendency to become easily soiled by kids, makeup and pets. That in mind, the solution was clear: Show consumers that, thanks to Stainmaster’s proprietary fabric, people can have luxurious linens and pillows while still living their sometimes-messy lives.

To activate this idea, Bridget and team created a live bedroom experience on the back of a truck, decked out with snowy-white Stainmaster fabrics, in which actors drank red wine, jumped on the bed, and kicked their feet up. The truck made its rounds in NYC during New York Home Fashions Market week.

By launching the experience at a time when the target audience and relevant media were saturating NYC, we gained hundreds of earned mentions on social and numerous earned media placements.