The Brief

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. To stay alive, we needed to convince people to switch in mass levels, quick. We targeted household grocery buyers, opting to focus on a younger, digitally savvy consumer not defined by gender, but skewing towards females. The problem with Radiant, although it was an excellent product, it was no longer top of mind. Our idea had to make consumers reconsider the product they were using and see the benefits of using Radiant.

Creative Execution

From the tests, we created episodes. Each episode outlined what we did, and how we did it, in an engaging way. To ensure authenticity, everything was shot for real using ‘real’ spy cameras. Even the washing sequences were done on a domestic washing machine. The resulting films lived online and were shared and viewed on a plethora of digital and social platforms directly targeting our consumers. These channels led people to our website where they could buy the product or have a sample sent directly to them. In essence, we provided ultimate proof of the brand’s capabilities.

Describe the creative solution to the brief/objective.

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. First we bought clothes. Then, we tortured them in 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. Our desired response was to get consumers to trial the new range. We encouraged this through our online communications, free samples on the website and a partnership with Coles online (the countries largest online supermarket.)

Results

After almost being delisted, Radiant is officially the fastest growing laundry brand. Currently the 1# washing detergent product in Australia’s biggest supermarket - A feat never achieved by the brand. 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 and page reach is 7m.