Downy: Hijacking Indonesia Independence Day with cross-digital media

Fabric softener brand Downy created the Harumkan Indonesia campaign to boost consideration, purchase and brand love in Indonesia.

Campaign details

Brand: DownyAgency: EssenceMediacom IndonesiaRegion: APAC

Strategy

Objective

In a strange scenario, Downy, although the market leader, was not the most loved brand in the category. We outsold the competition combined but still lagged in Brand Love, which was an important metric correlated with top-of-mind awareness and, hence, future attacks on our dominant market share.

We built our superiority through better products and solid functional advertising. But the competition would copy our products, our packaging, and our functional claims and then sell at a lower price.

Target Audience

Downy started on this path of...

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