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Febreze takes down Olympic odors
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This Olympic Games-themed campaign, for Febreze, a US detergent brand, ran in 10 markets and was based around humourous creative starring deliberately obscure Olympic athletes: the Azerbaijani wrestling team.
This Olympic Games-themed campaign, for Febreze, a US detergent brand, ran in 10 markets and was based around humourous creative starring deliberately obscure Olympic athletes: the Azerbaijani wrestling team. Ads demonstrated the product benefits, by encouraging the wrestlers to work up a sweat in the training gym, have their singlets sprayed with Febreze, and then have them take part in a blindfolded test to verify that the odours had been eliminated. Media used included TV, online video, display and print, backed with social media activity. The campaign secured 273,901,525 total media impressions and 422 total media placements.
Ariel: My story, my Ariel
Deepak Sonpar, Warc Prize for Innovation, Entrant, 2013
In India, Procter and Gamble's laundry brand, Ariel, needed to strengthen its brand equity and gain market share.
In India, Procter and Gamble's laundry brand, Ariel, needed to strengthen its brand equity and gain market share. This case study describes how the brand launched a contest to invite consumers to share their favourite garment stories as a way of building engagement in this low involvement category. Stories about what people were wearing when they completed memorable acts were left on a Facebook page or a dedicated hotline. This was supported via branded TV, internet and print elements and the use of celebrities. All participants were sent an Ariel sample, thereby generating trial. This case study cites evidence that Ariel's market share increased during the month of activity and that a bespoke Ariel Facebook campaign page received over 31m unique visitors in six weeks.
Procter & Gamble: Proud Sponsor of Moms
Effie Worldwide, Gold, North America Effies 2013
This case describes the US-focused elements of a global, corporate-brand-led campaign designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games.
This case describes the US-focused elements of a global, corporate-brand-led campaign designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games. The household goods company's objectives were to maximise the visibility and impact of its Olympic sponsorship (as measured against other sponsors), make adult women love P&G and drive $100m of incremental sales of its brands. The resulting emotional campaign was created to honour the role that mothers play helping their children to reach their full potential. This was executed across long-form digital content (via a series of online films), all major social media platforms and a tie-up with NBC that fed footage of moms watching their children compete into TV commercials. P&G's sponsorship out-performed rival sponsors, corporate equity measures improved among adult women and the campaign is estimated to have doubled its $100m incremental sales target.
Tide: Mi Tide
Effie Worldwide, Gold, North America Effies 2013
The market leading position of Tide, Procter & Gamble's laundry detergent brand, was under threat within the US Hispanic market, where its share and equity scores were declining.
The market leading position of Tide, Procter & Gamble's laundry detergent brand, was under threat within the US Hispanic market, where its share and equity scores were declining. The resulting campaign was tasked with increasing sales and boosting awareness of Tide's product variants for the Hispanic market, a range which catered for differing levels of consumer acculturation. The campaign needed Latinas to feel that Tide made each product variant exclusively for them and what they valued most. To do so, the 'Mi Tide' campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment, by taking a highly targeted approach. TV and online were the main channels, which included the Tide/Espanol website featuring a question-led product selector. As a result of the campaign, Tide grew its share and equity scores.
Procter & Gamble: London 2012 Olympic Games - Thank You Mom
ARF Ogilvy Awards, Grand Ogilvy and Gold, Sports, Entertainment and Media, 2013
This campaign was designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games; it was the household goods company's first ever global-scale program behind its Olympic sponsorship as well as the largest initiative in P&G's history.
This campaign was designed around Procter & Gamble's (P&G) sponsorship of the London 2012 Olympic Games; it was the household goods company's first ever global-scale program behind its Olympic sponsorship as well as the largest initiative in P&G's history. The campaign was designed to provide a heart-warming umbrella that would connect P&G, its individual brands and the Olympics movement together in the minds of consumers. The idea was to create a campaign that would resonate with consumers on a highly emotional level by bringing a universal insight to life that was linked to P&G and Olympic values: the 'Thank You Mom' campaign was created to honour the role mothers play helping their kids to reach their full potential. Ads featured the mothers of Olympic athletes, as well as the athletes themselves. P&G employed real-time optimisation to maximise effectiveness. The campaign's broader activation included 32 brands in over 50 countries; it recorded a 40% stronger brand equity performance than the 2010 P&G Olympic ads.
Mission Control by Supersavvyme
Direct Marketing Association - US, Gold, ECHO Awards, 2012
To reach British mothers during an economically challenging time, FMCG manufacturer P&G needed to stand-out in a noisy marketplace and meet changing media habits, with more focus on digital than TV.
To reach British mothers during an economically challenging time, FMCG manufacturer P&G needed to stand-out in a noisy marketplace and meet changing media habits, with more focus on digital than TV. P&G recognised that mothers set themselves a series of tasks to accomplish everyday but sometimes lacked the time, energy, expertise and support to get them all done. Supersavvyme.com was launched in 2009, providing a place on Facebook for savvy mums to share their expertise on all aspects of family life. The Mission Control app was developed as an extension to this: a to-do list app that saved all expert tips and made them searchable with product coupons offered in reward for their advice and tasks completed. In the first two weeks of launch, 52,872 tips were shared, nearly 10,000 questions were asked and 33,000 comments were posted to help answer them. Over 33,000 coupons were claimed creating a peak in sales, with coupon redemption rate up 35% compared to standard.
OMO: Curious cameras
Indraneel Guha, Warc Prize for Asian Strategy, Entrant, 2012
OMO based this campaign around the Lunar New Year (Tet) in Vietnam. Mothers were the target audience.
OMO based this campaign around the Lunar New Year (Tet) in Vietnam. Mothers were the target audience. OMO built a branded online platform based around family love and bonding - Tet, after all, is a family festival. Children were equipped with disposable cameras to capture family moments; then, during Tet, these pictures were used to transform a 130-year-old landmark building in Vietnam into a 'walk-through book' entitled the Book of Bonds. This activity was backed by a TV ad campaign. By the end of the 12-week Tet campaign, more than one million kids had participated; Millward Brown also rated OMO as the 'most-loved brand' during Tet.
Downy: Give us a week and we'll change your bed forever
Laura Rowan and Lisa Buckley, Warc Prize for Innovation, Entrant, 2012
Recession-hit US consumers thought that any fabric softener was good enough, a view that was threatening the market-leading Downy.
Recession-hit US consumers thought that any fabric softener was good enough, a view that was threatening the market-leading Downy. In order to build back equity and share, Downy needed to show users that Downy delivered a superior experience. Backed with a seven-day scent claim, Downy created a campaign that tapped into consumers' love of clean bedsheets. Its resulting 'Clean Sheet Day is now Clean Sheet Week' messaging included a testimonial-style TV commercial, print and digital activity as well as events. As a result, volume increased by 8%, distribution by 14% and household penetration by 4%.
Purex: The Art of Shopper Marketing: Purex's Shock and Awe at Walmart
Effie Worldwide, Gold, North America Effies 2012
Purex Complete Crystals Softener was introduced in January 2011 at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category.
Purex Complete Crystals Softener was introduced in January 2011 at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category. Awareness and trial was driven for Purex Crystals among Walmart's price sensitive shoppers through an integrated educational campaign, designed to reach consumers along their entire path to purchase. This activity led to 23% growth in category sales for Walmart and total dollar share for Purex grew from 1.5% to 10.7%.
Comfort Fabric Conditioner - Comfort challenges the 'rules' and wins big in South-East Asia
Benoit Wiesser, Daniel Brenikov and Anna Soliman, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards 2010
In 2006, Unilever’s top global fabric-conditioner brand, Comfort, was stagnating in Southeast Asia. Sales were declining and value growth was lacklustre.
In 2006, Unilever’s top global fabric-conditioner brand, Comfort, was stagnating in Southeast Asia. Sales were declining and value growth was lacklustre. A new communications campaign, Andy & Lily in Clothworld, transformed the brand and its fortunes in the region. This paper proves how by driving brand differentiation and perceived value, Andy & Lily’s Clothworld has become one of the most effective campaigns in the region – in just three years. Comfort’s share of the category pushed from 58% to 67%, its annual sales growth increased to 40% in the first year, generating incremental sales of nearly €157m across the three-year campaign period. Additionally, the net profit more than doubled to €28.8m and the payback of brand communications substantially increased from 93% to 141%.
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