Background

New Zealand is a cold wash country. Which is good for the environment but, as it turns out, not so good for hygiene. Scientists at Auckland University of Technology found an alarming amount of fecal bacteria on 78% of Kiwis’ freshly-washed clothes. Fortunately, Dettol Laundry Sanitiser removes 99.9% of bacteria from your wash. So the solution was already available, we just needed Kiwi parents to learn the dirty truth about what their kids were actually wearing. If we could do that, we could turn Dettol Laundry Sanitiser into an essential part of their routine.

Describe the strategy

We targeted mums aged over 25. Research showed they make the decisions about which laundry products to use, and were bored of seeing the same old industry commercials. So to get more cut-through, we decided to reach them through a channel they are interested in, Mummy influencers. And a topic they’re passionate about, kids’ clothing.

Describe the execution

We partnered with Mummy influencers to introduce and promote a new fashion label called fe-Cál Kids. We even created a website and social presence for our brand to make it seem as authentic as possible. Once enough of a conversation had built up, we got our Mummy influencers to reveal our dirty secret. Every design was created using magnified E.Coli that was already on their kids’ freshly-washed clothing. We targeted everyone that interacted with our campaign and provided them with the solution. Dettol Laundry Sanitiser, which removes 99.9% of bacteria from the wash, preventing kids from ever having to wear fe-Cál again.

List the results

• 8,709,617 total impressions served across all media. • 1,499,171 completed video views. • 64% of HHS with kids reached on TVNZ onDemand in a typical week. • 7,791 total click-throughs. • 33% increase in sales in the first week (the best lift Dettol worldwide has ever seen). • Dettol Laundry Sanitiser has remained a category leader ever since.