Why the Laziest Influencer Became the Perfect Brand Partner for Kabi Killer
Influencer marketing has its merits, but when your influencer doesn’t show up on time for your launch, falls asleep during a live stream, and is generally lazy in everything they do, you’d be forgiven for calling it quits. Yet, this is exactly what Japanese cleaning brand, Kabi Killer, came to expect from their latest brand partner, Mr Easy – a charming CG sloth.
Billed the ‘Laziest Influencer’, Mr Easy’s laidback approach to, well, everything, goes to show just how effective Kabi Killer’s new Easy Continuous Jet product is to use, making cleaning your bathroom faster and easier than ever before. And with his help, the Kabi Killer brand has achieved a market share of approximately 30% since the new product launch.
Taking us behind the scenes on this campaign is Yasushi Arikawa, chief creative officer at VML & Ogilvy Japan, who reveals why the sloth was the perfect collaborator and why it pays to take risks.
LBB> Tell us about the initial brief from the client.
Yasushi> In the stagnant mould remover category, a key challenge was how to communicate the launch of Kabi Killer's new product in a way that would genuinely surprise consumers.
While many competitor campaigns feature celebrities or cleaning experts, our challenge was to find a way to differentiate ourselves and better resonate with consumers. So, we intentionally chose a character that’s the complete opposite of the effort typically associated with cleaning – the sloth.
LBB> Who did you collaborate with for the creation of the character and what creative decisions were made?
Yasushi> Initially, we were considering live-action with a real sloth, but to better capture the slow, endearing charm of the sloth, we decided to collaborate with a CG production team to create an original character.
LBB> What were some of the creative/strategic challenges on this project and what solutions did you come up with?
Yasushi> As one of the challenges, we focused on finding occasions and touchpoints where we could fully leverage his lazy character. For example, he was late to the product launch press event because he overslept, and during an Instagram Live, he just kept sleeping and wouldn’t wake up. We wanted him to be more than just a character in a commercial – he had to perform his role as an influencer too. His role was to remain lazy at every touchpoint, without exception. Sticking to this rule was crucial for the success of the campaign.
LBB> Laziest Influencer takes a different route and tone to traditional cleaning product advertising in Japan and has already achieved a market share of approximately 30% since the new product launch. Why do you think this has been so successful?
Yasushi> Many consumers are tired of one-way messages in TV commercials. On the other hand, our sloth doesn't tell people to buy the product. By embodying the end benefit himself, I believe he was able to connect with consumers and gain their empathy.
LBB> What are your beliefs around brands taking creative risks and what advice do you have?
Yasushi> If everyone agrees that an idea is good and safe, it’s probably a pretty ordinary idea. Sometimes, it takes the courage to explore the complete opposite possibility.
LBB> What are you personally most proud of on this project?
Yasushi> The team that patiently supported the project, as well as the client who allowed the sloth to remain lazy in its attitude across various touchpoints, truly deserve praise.
