In January 2012, we worked with Andrex® to develop an integrated campaign to re-launch Andrex® Washlets in the UK. Washlets (flushable toilet tissue wipes) are dermatologically tested, pre-moistened wipes used alongside regular Andrex dry toilet paper to help people feel extra clean and fresh.
There were a number of challenges with the brand. People didn't initially like the moist sensation when they first used them. There was also a perception that Washlets were only for people with health problems.
Together with Andrex® and its other agencies, we developed a nationwide 'Clean Campaign', starring investigative journalist Dawn O'Porter, to challenge misconceptions of Andrex® Washlets. The activity was designed to 'normalise' the product and position Washlets as a personal care product that could be added to their daily routine to help people feel cleaner and fresher. Our task was to promote the 'Join the Clean Campaign' message.
As creative lead agency on the project, we produced collateral for the programme, including the 'Clean Campaign' logo and co-ordinated the incentives for the Facebook campaign, where we negotiated over 6,000 free products with prize partners in exchange for promotional space on the Facebook page. We also ran an in-store sampling campaign in major retailers, which allowed brand ambassadors to talk to shoppers about the product benefits, hand out leaflets, and encourage them to go onto Facebook to take the Washlets Challenge and buy a trial pack of Washlets for just £1.
The value share increased to 57.3% YTD (Source: Nielsen).
The 9 weeks of the campaign generated the highest volume peaks the category had ever seen.
YTD volume increased by 35% vs the previous year.
The campaign achieved over 32,000 Facebook fans and there were 195,000 total active interactions with the online content. Over 50,000 people viewed videos of the Clean Campaign.
The Facebook engagement was above the industry norm (c.28% Vs. c.2%) with over 11,000 competition entrants and 6,000 money off vouchers redeemed.