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CASE STUDY: Domestos influence consumer perception using mags
Provided by Time Inc. UK
Domestos link on-pack promotion with magazine engagement to influence consumer perception of brand value.
What was the Challenge / Background of the Campaign?
Domestos was ceding 'entire home hygiene' market position and sales to discounted rivals. The task was to increase perceived value by first upping consumer interest in 'cleaning'. Bleach is not the most interesting product to read about. So readers were drawn in through 'Project Pinny' - an on-pack token collect and redemption, yielding a stylish pinafore. A broad range of magazines was used from celebrity weeklies and glossy monthlies to older women's general interest titles. Display pages in both weekly & monthly titles launched the campaign to maintain awareness levels.
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What was the Campaign Objective?
To increase perceived value by first upping consumer interest in 'cleaning'.