Domestos Schools Campaign

Andreea Irinca

Campaign details

Brand: Domestos
Brand Owner: Unilever
Lead agency: Mindshare, The Syndicate
Contributing agencies: McCann Ericsson
Country: Romania
Industry: Cleaners, detergents
Channels used: Online display, outdoor, out-of-home, packaging, design, point-of-purchase, in-store, public relations, social media, television, websites, microsites
Budget: Up to 500k

Executive summary

In Romania schools are run down and haven't been renovated in years. This worries parents across the country. Domestos aims to improve toilet facilities in schools, so it started the 'Support A+ Hygiene' campaign, aiming to raise awareness about the importance of hygiene and helping kids take care of their health when parents are not around. Brand tracking and sales data show the initiative was positive for the brand. 11% of Romanian schools joined the cause, while brand sales increased by 16% during the campaign period.

Market background and context