2015 Winners & Shortlists

Results and Effectiveness

#ClothesAreMemories used the right kind of exclusive and local content to entice interaction. The reaction of the Egyptian women was solid, with over 170,000 views of the video and 2000 photos of favorite memories shared throughout the campaign. The online campaign opened conversation channels to compliment the function through engagement under the fashion platform. Furthermore, sales volume increased by 9% vs. 2013, 127% increase in average engagement rate on Facebook, 17% increase in Facebook fans vs. KPI, 13% increase in video views on YouTube vs. KPI.

Creative Execution

A 360 campaign was essential to maximize awareness using TV, digital, social media, branded video content & billboards, all hammering on premium functionality. Women were showing an avid interest in everything fashion, and who better to tell them how to look after it than Persil? Our idea #ClothesAreMemories was born from the insight that every woman has a garment that holds a special story. The hero of the social campaign was a video adaptation that was less functional and more personal. Designer Amina-K was the star of the video, encouraging women to share their fashion stories. The rest of the content was designed specially to tie function to fashion. The final element was creating a new memory with one lucky winner with an Amina-K makeover and an exclusive photo-shoot. #ClothesAreMemories gave Egyptian women that added value they can engage with on social media, marking a first in Egyptian laundry practice.

Insights, Strategy and the Idea

Laundry is a low-involvement category; its functional nature leaves a narrow window of exciting communication, rendering content monotonous and struggling, mainly derived from ATL activities. Most of Persil's audience were aspiring middle-class housewives who turned to us for advice rather than engaging in two-way conversations. Persil needed to expand its reach and open more channels for discussion to include A/B classes, a harrowing task with Egypt’s diverse population. Our target was creating and interacting with countless Facebook pages dedicated to fashion and style. Since influencers and fashion bloggers were becoming the focal point of the fashion industry, we needed someone who would be trusted and amplify the message. We saw a perfect opportunity in tying this insight to our recently launched product - Persil Stain Tech – that’s tougher on stains even in cold water, essential for preserving fabrics. This way, we could weave Persil seamlessly within social conversations.