requests for samples of Persil
improvement in CPM*
increase in web traffic
*compared to the same time around the Super Bowl in 2016
As a relatively new laundry detergent in the U.S., Persil was running a Super Bowl commercial primarily to help increase brand awareness. Our challenge was to make the most of this investment by using social media to enhance Persil’s reach and drive trials of the product.
We had run a successful social media push around the 2016 Super Bowl commercial. But the Persil team challenged us to outdo ourselves with even loftier goals.
We created content that our target audience (moms) would find useful on game day. Then we promoted that content and drove traffic to our landing page where visitors could request a free sample of Persil detergent.
The content took the form of short videos and printable downloads that were related to the Super Bowl.