Behind the campaign with Ariel and Mrs Hinch

What was the campaign, in a nutshell?

When COVID-19 hit and we started wearing loungewear on rotation, laundry dropped off the agenda. We needed to make laundry a priority again – by bringing to life the unseen dirt that lingers on your clothes if not washed regularly, in a way that was educational but not causing anxiety. So we teamed up with [cleaning influencer] Mrs Hinch on an engaging campaign to air the nation’s dirty laundry.

How did the idea come into being?

We started with the science. Ariel scientists, together with experts from leading biotech company Novozymes, created Purezyme technology – an enzyme that helps remove sticky body soil that can linger on clothes. It was through the decades of investment in R&D that Procter & Gamble scientists were able to deliver these technologies within the product and all down to an enzyme found on seaweed! But sticky body soil isn’t the hottest of subjects, and we don’t place an importance on it because it’s invisible to the eye – if you can’t see a mark on your clothes, they don’t need cleaning, right? But it can form up to 70 per cent of the dirt on our clothes, which, over time, can dull the fabrics and make them smell. Not ideal when you’re stuck indoors with your household ALL THE TIME. So we needed to make the invisible visible, in a fun, engaging way that shows why we need to wash better. And who better to partner with than the queen of clean, Mrs Hinch, who combined her passion for the fight against dirt with our science in an easy-to-understand campaign?

What ideas were rejected?

In a time when people are more aware of germs and bacteria than ever before, we needed to ensure the campaign didn’t cross into potential anxiety-causing territory. We quickly moved on from ideas such as partnering with a hygiene expert, making the resulting campaign informative and educational, without scaring people at a time when our relationship with cleanliness is paramount.

Briefly describe the campaign planning and process.

We introduced Mrs Hinch to Ariel scientists to delve into Purezyme technology and its benefits. Once she was genuinely excited by the innovation and a true advocate, we shot the TV ad – one of the first to use an influencer whose fame has grown purely from social media. Then, to provide a compelling news hook and amplify the conversation about laundry routines ahead of the ad airing, we researched the nation’s laundry habits (or lack of) and launched a wide-reaching sell-in. The campaign took two months from sign-off to the TV ad airing, and we worked closely with the media buying team throughout.

What were the biggest challenges, and how did you overcome them?

A remote production shoot! Covid restrictions meant the luxury of being on set and able to provide feedback on the shots being captured in real time wasn’t available to us or the clients; but with a remote feed and WhatsApp voice notes we got there.

How did you measure the results, and what were they?

While the paid media campaign is ongoing, the ad first aired in The Great British Bake Off final to over nine million people. The earned media campaign at launch was measured with quality coverage in mind to ensure the full story and innovation that’s in Ariel All-in-One pods came to life. With 18 pieces of earned coverage, including three national pieces, and a reach of 60 million, each piece included campaign imagery and multiple quotes from Ariel scientists that brought to life the importance of good laundry hygiene.

What’s the biggest lesson you took away from the campaign?

Have solid wi-fi for a virtual shoot day! COVID-19 complexities aside, the campaign demonstrated the importance of clear and succinct storytelling. Credit: PRWeek article, found here