The Campaign

The stakes couldn’t have been higher for the Radiant brand. Retailers were poised to remove it from their shelves. Brand consideration and loyalty were in a negative slide. To prove Radiant kept clothes looking newer, we created the ultimate test. ‘Buy it. Wear it. Wash it. Return it.’ Radiant Return was a product demonstration at heart, but with a fundamental difference: the judges were unsuspecting retail staff. First we bought clothes. Then, we tortured them in extreme ways: from paintball to pottery. Afterwards we washed the items. And finally, we tried to return them. A master film and a collection of episodes were created. In each film, viewers saw the ‘buy, wear, wash and return’ of each garment. These films became the basis of an integrated campaign.

Success of the Campaign

DUE TO THE CAMPAIGN BEING IN MARKET FIVE WEEKS, ONLY A SMALL AMOUNT OF DATA IS AVAILABLE… …However, after almost being delisted, Radiant is officially the fastest growing laundry brand. 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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

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 complex media strategy with multiple offline and online touch points. This included: 1. A campaign website www.radiantreturn.com.au 2. A Radiant YouTube channel - another hub for the films. 3. A 30sec TVC to generate broad reach and draw people online 4. Standard and interactive banner ads leading to the content 5. Targeted video and social seeding 6. Facebook: A combination of targeted posts and video ads. 7. PR outreach based on statistics from our research into people’s propensity to borrow and return clothes. 8. Social seeding with well-known ‘mum’ bloggers