Downy: Rekindling the passion
Anita Mookerjee and Selvie Destriana
Campaign details
Brand owner: Procter & Gamble IndonesiaLead agency: MediaCom IndonesiaContributing agency: WPP LAL Team P&G Proximity Indonesia, Budget: Up to 500kCountry: IndonesiaIndustry: Washing powder, fabric softenersMedia: Content marketing, Earned media, buzz, Internet - microsites, Magazines - consumer, Mobile and apps, Online video, Public relations, Social media
Executive summary
This case study describes how Downy, one of the biggest fabric enchancers in Indonesia, overcame consumer apathy by using its Scent Switcher technology to engage consumers. Downy was faced...