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CASE STUDY: Raising Awareness of Persil Non-Bio through Sampling

Provided by JazzyMedia
A nationwide campaign to promote Persil Non-Bio laundry detergent to mums through posters and product sampling.

What was the Challenge / Background of the Campaign?

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.

What was the Campaign Objective?

To raise awareness of Unilever Persil Non-Bio product amongst mums; to prompt discussion and encourage product trial and purchase.

What was the Solution?

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.

What were the Results?

"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.

What were the Key Learnings of this Campaign?

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.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsmostly mums
25 - 34
35 - 44
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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