From Ordinary to Scroll-Stopping: The Power of Content Integration
Batteries aren’t typically products that stop people mid-scroll. But with the right creative strategy, even everyday essentials can become engaging and memorable. A recent Energizer campaign proved it, with a piece of content achieving an engagement rate +259% above benchmark.
When Energizer set out to spotlight its new 100% plastic-free, recyclable packaging at Walmart, the team worked closely with creator @joyfullygreen to find the most natural and impactful way to bring this message to life. At the time, she was in the middle of a home renovation—a project her audience was already deeply engaged with and excited to follow.
Seeing this renovation as the perfect moment, the team and the creator aligned on integrating Energizer into the ongoing project rather than creating a standalone product post. The content highlighted the eco-friendly packaging in a real-life setting, emphasizing how easy it was to store, open, and keep large packs on hand in a household with three kids whose toys constantly needed new batteries. It felt authentic because it was authentic, seamlessly aligning with what the creator was already sharing with her community.
To maximize the campaign’s reach, the creator shared the content on both her lifestyle account (@joyfullygreen) and her home renovation account (@joyfullygreenhome), tapping into audiences interested in family life, home design, and organization while amplifying visibility.
This campaign shows that with the right timing and approach, even the simplest products can break through the scroll and connect with the audiences that matter most.
