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Downy
Give us a week and we'll change your bed forever

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Grey *Lead Agency

Lisa Buckley - Acct. Director
Jeanne Cardillo - Acct. Supervisor
Alice Ericsson - Executive Creative Director
Laura Rowan - Sr. Planner


Digitas

Emily Midgley - Manager, Mktg.


Devries

Jillian Kwolek - Acct. Manager
Alyson Mazzarelli - Acct. Manager


The Integer Group

Tazia Livaditis - Acct. Manager
Katie Walker - Acct. Supervisor


Landor Associates

Elizabeth Heist - Assoc. Client Director


SUMMARY

Downy captains status was at jeopardy, proven by declining sales and eroding equity. We needed to spark passion in a discretionary category and put preference back into the equation. We turned the love of clean sheet day into clean sheet week to earn our premium price. The idea exploded beyond the :30 TV to a large-scale social media event and creative partnerships. In less that a year, volume increased 8%, share increased 2.4 pts, equity was up 10% and Downy finally earned some remarkable cultural cache via social media.

CASE VIDEO


Hero Medium: Events

Medium Featured On Video: TV, OOH, Events, Sponsorship

Audience: New Audience, Young Women (20-35), Mothers

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English