Comfort: Putting Commerce In Social Commerce

John Dawson, Annie Chen

Fabric conditioner brand Comfort grew sales and e-commerce penetration in China through a content partnership with Gen Z lifestyle brand Beaster.

Campaign details

Brand: Comfort Brand owner: Unilever Entrant company: MindshareIdea creation: Unite Shanghai Market: Greater China Sector: Laundry products Media channels: Word of mouth, Influencers, KOLs, Mobile & apps, Search marketing, Online video, Merchandise & free gifts Budget: 500k - 1 million

Executive summary

Despite the rapid growth of the laundry category in China, fabric softener hasn’t enjoyed the same success. For experienced laundry buyers, fabric softener is an optional extra they avoid. For Gen Z, in particular, fabric softener is a product category...

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