Laundry isn't necessarily the most exciting topic in the world... So, how do you bring a new laundry product to life on social in a unique, creative and memorable way?
This was the brief from Unilever Homecare to social and creator marketing agency, Goat. Specifically, to drive awareness for their new Persil Wonder Wash range.
The idea needed to centre around influencers and social content creators, but crucially, we still needed to get across the key message and USP's of the product e.g. Wonder Wash is designed specifically for short 15-minute cycles.
The two teams then worked together to create one of their biggest influencer activations and experiences to date!
Unilever's research into the habits of 2,000 adults found that those aged between 25 and 34 were most likely to complete tasks quickly before and after their standard 9-5 workday.
To get across the message of the product, the Goat team came up with the Persil Wonder Wash "Fast Wash & Rave".
This experiential activation saw us build our own recreation of an old-school laundromat with a twist. The laundromat also hosted a high energy rave, and we invited influencers, content creators and customers to come and dance the night away!
To highlight Persil's short wash cycle message, we featured equally short DJ sets, including a headline spot from UK garage artist, Craig David. Influencers could put on their 15 minute wash in the working machines, then go to watch a 15-minute set with the wash being ready to take out in time for the next one!
The whole activation featuired 1 event space, 2 shoots with celebrity ambassador Craig David, 2 press interviews, 1 event for over 100 attendees, and 1 influencer event with 200 attendees.
With influencers like Love Island UK's Wes Nelson in attendance, as well as a variety of content creators, we had over 143 pieces of social content go out across TikTok and Instagram, as well as two TikTok Lives!
The experience delivered an impressive 2.8 million impressions, over 667K engagements, and 92 pieces of earned content.
Additionally, the event generated an earned-media value of £102,500, appearing across various media outlets and publications like the Daily Express and Verge.
