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P&G Downy
The Results
Facebook Activation Campaign: The emotional triggers and the resulting creative execution developed from our deep dive into consumers insights garnered fantastic results.
Downy led the scented fabric softener trend in 2009, but by 2011, the market share had dropped four percentage points. Downy needed to turnaround their business by revitalizing the brand image within global communication requirements;
- DISRUPT with Downy Infusions’ innovation/excitement
- BREAKTHROUGH the mindset of Downy being outdated
- ASSOCIATE new Infusions as a part of the Downy Brand.
Our Solution
Leveraging on our communication idea, the creative execution across Downy’s digital platforms were targeted and streamlined to bring the idea of “luxurious relaxation of a Southern Report Spa, Downy Island” to life.
A cross-device website aligned with the Key Visual, including a horizontally scrolling parallax effect to communicate the emotional benefit of multiple layers of scent.
Facebook Activation Campaign: Decorate your timeline with a memory bookmark.
Extending from the brand idea, “An Unforgettable Scent”, we created a Facebook app that connected the consumers’ precious memories with the scent of Downy Infusions.
Downy led the scented fabric softener trend in 2009, but by 2011, the market share had dropped four percentage points. Downy needed to turnaround their business by revitalizing the brand image within global communication requirements;
- DISRUPT with Downy Infusions’ innovation/excitement
- BREAKTHROUGH the mindset of Downy being outdated
- ASSOCIATE new Infusions as a part of the Downy Brand.
Social Activation Campaign
P&G Downy
82%
Have not used Downy before, but would like to use it as a result of the website
23%
Total Conversions inside 3 week campaign period
43K+
Page views inside 3 week campaign period
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