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...