Comfort Pure SofTest

This case study demonstrates how Unilever used smart targeting online in order to promote its Comfort Pure fabric softener to consumers in Vietnam.

Comfort Pure SofTest

Campaign details

Brand: ComfortBrand owner: UnileverLead agency: Ogilvy and Mather (Singapore) Pte LtdCountry: VietnamIndustry: Laundry productsMedia: Internet - display, Online video, Social mediaBudget: Up to 500k

Executive summary

How do you convince an audience disinterested in your product's benefit to give you four million euros, without trade support? This is a story about how entertaining mums – when everyone tells you to inform them – helped a fabric conditioner to double its growth using digital channels only… and in the process demonstrate that consumer...

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