This initiative for P&G’s Downy, with the socially-driven tagline “Bring out the #Softside“, was anchored by digital out-of-home (DOOH) billboards that ran in 12 major markets, along with mobile devices and desktops ads. But notably, the digital out-of-home billboards updated regularly based on what generated the most engagement on platforms such as Facebook and Twitter.
Wether posting about politicians trying to get along, celebrities and their wrecking ball adventures or tv-monsters, we showed fans that with Downy, they all become a little bit softer.
The campaign also celebrated events such as Shark Week, Fashion Week and the Rubiks cube anniversary.
We also teamed up with Vine influencer Megan Cignoli to create a Rubiks cube loop that when the campaign was over ended up becoming:
"THE HIGHEST ORGANICALLY SHARED VINE FROM A BRAND OF ALL TIME"
- TWITTER
Case Study.
Quotes from the client:
“It’s one of the strongest social efforts we’ve done,” said Eric Gruen, Fabric Care Digital Brand Manager at P&G. “We wanted to go big with digital out-of-home. We have used [DOOH] in the past when we’ve wanted to amplify. However, we’ve never used digital out-of-home to amplify a social-by-design initiative.
“Traditional out-of-home takes a lot of lead time and planning,” he added. “Digital out-of-home, we can make the decisions at the snap of a finger if we think it can resonate with consumers.”