Challenge
Persil, as with many laundry brands, had no resonance amongst young adults. The category was seen as functional, dull and boring and purchase was price-driven or delegated to older family members. However, with increased purchasing power, young adults across Russia are taking great pride in possessions and clothes that socially make them look good.
To become successful in building any positive brand awareness among this audience, Persil had to tap into its ability to make its potential consumers and their clothes look brilliant. Persil Brilliance was therefore chosen to build engaging dialogue with this group.
Insight
Research showed that clothes washed with Persil Brilliance look whiter, especially under UV light. Therefore the brand shared this secret and launched the ‘Persil Brilliant Sensation Dance.’ The brand became a sponsor of ‘Sensation,’ a ‘go-to’ dance event for Russian youth, and leveraged the partnership to connect with its attendees.
Every year the event sees 25,000 people travel to St.Petersburg from all over the country to attend. Like all big parties, it is essential that attendees look their best, but it's hard to get noticed when adhering to the all-white dress code. This gave the brand its solution: Persil brilliance gets you noticed at ‘Sensation.’
Solution
It created a special platform and invited Russia’s young adults to dress in their best white outfits and record themselves dancing. Internet voting was used via social networks where people could ‘like’ their favourite dancer - the 20 winners would go to ‘Sensation’ in both St. Petersburg and Amsterdam. This was promoted with a viral video starring Persil Brilliance Polar Bears which was an instant hit.
At the ‘Sensation’ event, Persil sponsored a special ‘DeLuxe’ zone and built a photo area where guests could take pictures courtesy of Persil Brilliance, and the morning after download the photos from its website. Sachets of new Persil Brilliance Gel were also given away at the event so people could test it out once they arrived home.
Results
Online activity reached more than four million people aged 16-29.
2,000 clubbers received special photos with Persil Brilliance.
Persil Brilliance sales grew +27%.