The Campaign

There are no particular restrictions in Australia on how the content films we created could be used.

Results

Background - The stakes couldn't have been higher for the Radiant brand. Coles and Woolworths were poised to remove it from their shelves. Brand consideration, penetration and loyalty were all stuck in a negative slide. We needed to create something audacious to show Australian’s how good Radiant really was. Strategy - Research helped unearth something interesting: the moment of truth ‘when you try to get away with returning a used garment.’ In independent research 10% of people confessed to doing this. Solution - To prove Radiant kept clothes looking newer, and to show the breadth of garments the product worked on, we created the ultimate test. ‘Buy it. Wear it. Wash it. Return it.’ became the campaign catch cry. Radiant Return was a product demonstration at heart, but with a fundamental difference: the judges of the products were unsuspecting retail workers. Execution - A master film and a collection of episodes were created. In each film, the purchase of garments from retail stores, an extreme torture test of that item, the washing of it and its subsequent return was shown. These films became the basis of a larger integrated campaign led be digital and social. To ensure authenticity, everything was shot for real, in real businesses using ‘real’ spy cameras. The washing sequences were all done on a domestic washing machine under normal conditions. All the garments were selected based on the stain they would endure.

A master film and a series of episodes formed the basis of our campaign. With so much great content at our disposal, our job became how best to get it in front of our target audience of young, digital savvy mums. To maximize engagement we implemented a media strategy weighted towards digital and social touch points. This included but wasn’t limited to: • Social seeding with well-known ‘mum’ bloggers • Youtube (ads and video) • Facebook: A combination of targeted posts, video ads and competitions. • Standard and interactive banner ads leading to the content. • Online partnerships • The campaign site: radiantreturn.com.au

DUE TO THE CAMPAIGN ONLY BEING IN MARKET ONLY FIVE WEEKS, ONLY A SMALL AMOUNT OF DATA IS AVAILABLE… …However, after almost being delisted, Radiant is officially the fastest growing laundry brand in Australia. It’s also currently the 1# washing detergent brand in Australia’s biggest supermarket. A feat never achieved in the brand’s history. In a hotly contested, price driven category, market share jumped from 8.1 to 10%, (worth $9.36 million) and a sales growth of nearly 30% was recorded compared to the previous year. Penetration for the brand has also reversed the negative trend from a -12% slide to +1%. This is a 6.2% increase (year-on-year) and means around 82,000 new households have Radiant in their laundry. And for a campaign led by social and digital, social media interactions are 8.7 times above normal FMCG benchmarks and page reach is 7m.