|Brand||PROCTER & GAMBLE PHILS.|
|Product / Service||DOWNY PARFUM COLLECTION|
|Category||B11. Launch / Re-launch|
|Entrant||CAMPAIGNS & GREY Makati City, THE PHILIPPINES|
|Idea Creation||CAMPAIGNS & GREY Makati City, THE PHILIPPINES|
|PR||CAMPAIGNS & GREY Makati City, THE PHILIPPINES|
|Ana Ysabel Ongpin||Campaigns & Grey||Managing Director for Public Relations|
|Romina Nanagas||Campaigns & Grey||Associate PR Director|
|Nicolle Garrido||Campaigns & Grey||PR Account Manager|
|Ivan Cabral||Campaigns & Grey||Media Relations & Traffic Specialist|
|Cedric LeGoff||P&G Philippines||Brand Manager for Downy|
|Vito Borromeo||P&G Philippines||Assistant Brand Manager for Downy|
|Louie Morante||P&G||Regional Brand Communications Leader- Asean Fabric & Home Care|
|Jon Santos||Hwangs Events, Inc.||CEO|
A Miss Universe, a government leader-activist, a Big Brother housemate-turned- author and a celebrity World Food Programme ambassador– these were the amazing Downy Never Fade women that the PR agency brought together to be the ambassadors for the Downy campaign. Veering off-course from the usual and expected milieu of an all-celebrity fashion show, PR led the way with an event that had women from all walks of life celebrating and uplifting other women. For the PR agency, an International Women’s Day celebration of a woman’s #NeverFade spirit meant sharing the stories of unsung heroines from all walks of life. What better way to tell these stories than through the eyes and hearts of celebrities who were more than happy to celebrate their own heroines rather than themselves.
Two weeks prior to Women's Day, the celebrities talked about their heroines on social media to drum up hype and heart for March 8. Adding depth, top news site Rappler did features and polls about the Filipina's Never Fade spirit to complement the stories on social media. On Women's Day, Downy launched the Never Fade Campaign. Each ambassador nominated women who were her own personal heroines, women with their own Never Fade stories. Miss Universe 2015 Pia Wurtzbach nominated her younger sister, while Emmeline Versoza, executive director of the Philippine Commission on Women (PCW) nominated other activists and policy makers, author and TV host Bianca Gonzalez-Intal nominated noted journalist Karen Davila, model and fellow mother Mikaela Lagdmaeo-Martinez and her own mother. Scale: It was a simulcast event across Thailand, Malaysia, Singapore, Vietnam and the Philippines. Locally, 75 attendees including top national broadsheets, news programs, news sites and publications.
Media Output: The campaign resulted in 75 media pick-ups covering print, TV, online and social media, with 83,778,802 impressions, Php 16,433,156 in PR values, 221,480 likes, 238,248 in total social media engagement and 16,017 total shares of its various news clippings and pick-ups. Target Audience Outcomes: Top of Mind Awareness: 6.7pts increase reaching 70%+ of Top of Mind Awareness (1st brand mentioned when talked about in the category). The launch campaign moved DOWNY to 100% consideration in April (one month after launch) – making DOWNY the only brand in FMCG Philippines that is considered by 100% of the respondents.
Downy has always been about the functionality of its product - the product experience for Downy users. But Downy has never had the brand equity beyond product functionality. The Downy Never Fade campaign was a story that had the potential to be rich in content, to have depth beyond functionality and to add a new dimension to the brand. This rich story couldn't be told by ATL alone. It had to be told authentically by the media, the influencers - the people, publications, programs and sites that influenced a public's perception organically.
The Target Audience were primarily women who are the main decision-makers for the household. The target media was lifestyle, entertainment, and news along with social media influencers. The first strategy was simple – it had to be real stories of real women above everything else. More than their pretty faces, the campaign ambassadors were chosen for the inspirational stories behind their success. It wasn’t about social media following –the Philippine Commission on Women didn’t have Instagram nor a Facebook following close to that of a celebrity. It was about what they’ve been doing to fight for Filipina’s rights for the past three decades. The second strategy was also unexpected – celebrities would not be telling their own story but the story of others. Women uplifting other women by sharing one another’s riveting and authentic stories.