Creative Execution

First we bought clothes. Then, we tortured them in a series of extreme ways: from paintball to pottery. Afterwards we washed the items with Radiant. And finally, we tried to return them at the same stores they were bought from. 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. The content produced lived online and was shared and viewed on a plethora of digital and social platforms.

After almost being delisted, Radiant is officially the fastest growing laundry brand in Australia. Currently the 1# washing detergent product in Australia’s biggest supermarket - A feat never achieved by the brand. In a tough category, the brand saw sales growth of nearly 30% compared to the previous year. Penetration for the brand has also reversed the negative trend from -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.

The stakes couldn’t have been higher for the brand. Supermarkets were poised to delist it. Brand consideration and penetration were stuck in a negative slide. We needed to create something audacious to show Australian’s how good Radiant was. Research unearthed something: the moment of truth ‘when you try to return a used garment.’ In independent research 10% of people confessed to doing it. To prove Radiant kept clothes looking newer we created the ultimate test. A modern day product demonstration with a difference: the judges would be unsuspecting store workers. ‘Buy it. Wear it. Wash it. Return it.’ A master film and accompanying episodes formed the campaign hub. With such 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 digitally led media strategy with social touch points.