Downy: Rekindling the passion

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: 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...

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