Ariel and Downy: Aid Couture, the preloved clothing sale
Gela Pena
Campaign details
Brand owner: Procter and GambleLead agency: Leo Burnett ManilaBrand: Ariel and DownyCountry: PhilippinesIndustry Cleaners, detergents, air careChannels used: Direct marketing, Earned media, buzz, Events and experiential, Internet - display, Internet - general, Internet - microsites, Mobile and apps, Online video, Other and ambient media, Outdoor, out-of-home, Public relations, Word of mouth, advocacyMedia budget: Up to 500k
Executive summary
This a case study shows how Procter & Gamble, with its laundry brands Ariel and Downy,...