CASE STUDY: Helping Ariel Deliver 'A Good Turn'.
Provided by Hill and Knowlton
Hill and Knowlton helped Ariel deliver their 'Turn to 30°' campaign - putting energy saving on the mainstream agenda.
What was the Challenge / Background of the Campaign?
In a bid to get the nation washing at lower temperatures, the 'Turn to 30°' campaign for Ariel has delivered both volume sales uplift and transformed the nation's laundry habits - 88% of those that now wash at 30° say they do so because of Ariel. The 'Turn to 30°' campaign, won awards in both the Leading Edge and Ethical categories in the 2008 Marketing Society Awards. The integrated campaign brought about a positive shift in customer perceptions and behaviours - for both commercial and social benefit by making a brand the hero. Find out more...
What was the Campaign Objective?
The objective of the campaign was to educate customers and build awareness that Ariel washing powder could be used on a cool 30° wash.