Challenge
Ariel’s new improved liquid formula could certainly do its job in the washing machine but it was a message that consumers weren’t interested in hearing. Most Nordic consumers believe that there is no differentiation between A-branded detergents. Additionally, because Nordic society doesn’t split household tasks between men and women, laundry messages have traditionally been targeted at the widest possible audience resulting in a mass of clutter and a total lack of consumer interest.
Research showed that in Sweden alone there were more than 100,000 consumer blog posts on the subject of laundry advice. Further investigation revealed that the crux of many of these posts was advice on tackling particular stains. The brand realised it had to focus on this issue as it is the main problem that laundry liquids are designed to solve.
Insight
At the heart of the strategy was a big idea - a totally unexpected ‘stain removal experience’ brought to life both online and offline. Ariel was poised to give consumers control of a week-long cleaning extravaganza.
The Ariel Fashion Shoot was based in one of the busiest locations in the Nordics: Stockholm’s Central Train Station. Core to the campaign’s success, consumers wouldn’t have to pass through the Swedish capital to be part of the event, although they could participate there too. Digital channels would allow people in Finland, Denmark and Norway to be an integral part of the event, with the power to control events in Stockholm.
Solution
The live event took place for one week at the end of August, challenging consumers to try and shoot food stains onto pristine designer garments via a computer controlled industrial robot.
Participants could fire their stains onsite or via their Facebook accounts and if successful they won the designer item. This was then washed in public in the station itself and sent home to the winner in a personal box.
Ariel added a bespoke blogger outreach campaign to create a buzz around the activity, sending out packages to key commentators complete with a high end fashion garment and a personalised website where they could see their item being washed and packed. It also launched the Facebook page ‘Stainpedia’ and a similar SmartPhone app, again targeting key influencers as part of its blogger outreach programme.
Results
The Ariel Fashion Shoot helped the brand attract 22,000 Facebook fans in less than a week.
More than 1,400 consumers played the game and just over 1,000 hit the target.
It beat its volume target by 238% and its value target by 219%.