Comfort: Putting the social in social commerce

John Dawson, Alina Yang

Fabric softener Original Comfort partnered with lifestyle brand Beaster for a social commerce campaign to acquire new Gen Z customers and grow sales in China.

Campaign details

Brand: Comfort Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Shanghai Market: Greater China Sector: Laundry products Media channels: Search marketing, Online video, Word of mouth, Influencers, KOLs, Events & experiential Budget: 500k - 1 million

Executive summary

Members of Gen Z have a lot on their minds. Fabric softener isn’t one of them. To drive Comfort penetration among young shoppers in China, the brand launched a collaboration with Beaster, appealing to the way Gen Z discover, shop and experience brands through...

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