A nationwide campaign to promote Persil Non-Bio laundry detergent to mums through posters and product sampling.
Unilever wanted to educate parents (mostly mums) on the benefits of using Persil Non-Bio for their family laundry. The client wanted an efficient and effective way to promote the product; the sampling opportunity provided an excellent opportunity to raise awareness, encourage product trial and ultimately influence purchase decisions.
To raise awareness of Unilever Persil Non-Bio product amongst mums; to prompt discussion and encourage product trial and purchase.
Prominent and exclusive display of A2 posters within Parentsource units and 57,600 samples distributed hand to hand at nurseries nationwide; in addition to the campaign JazzyMedia carried out pre-school mums research.
"JazzyMedia's trusted direct communications route to engage mums is highly effective and efficient" Account Manager - Persil
Schools and nurseries were very pleased, with research showing 89% campaign recall, with 81% of parents more likely to purchase Persil Non-Bio following the integrated campaign. The brand awareness, engagement and invaluable feedback delivered for this campaign led to a repeat booking from the client.
Our research in nurseries shows that 98% of mums are interested in receiving free product samples, goody bags and/or money off vouchers for themselves and their families.
"The parents of our nursery children loved the free Persil samples. It's a great way to get parents to try a new product." Lee Chapel Primary School.
Understanding brand loyalty and encouraging product trial, the Persil Non-Bio sampling campaign we delivered contributed to raised awareness amongst the target audience.
If you would like the results of our Pre-school mums research please contact us.