Persil is the trusted laundry detergent brand known for its powerful stain removal, superior cleaning, and long-lasting freshness. In 2024, Goat developed and executed the creative concept turning an old school laundromat into an underground rave headlined by Craig David.
The Challenge
Persil approached us with the challenge of showcasing its first ever detergent designed for cycles as short as 15 minutes. Our goal was to highlight the brand message “optimize the everyday, experience a short cycle wonder” through a unique influencer-led event.
The Solution
We came up with the creative concept of turning a laundromat into a high energy rave, where we invited influencers to dance the night away. Our thinking was to highlight Persil’s short washing cycle messaging through short DJ sets, and to breathe life into an ordinary household item with a unique and fun experience.
These creators highlighted the Wonder Wash product, using their content to show glimpses of 15 minute sets from UK Garage legend Craig David, and Girls Don’t Sync, which helped us to drive FOMO on TikTok.
We briefed each influencer with creative guidelines to help them capture content at the event. This was to highlight the product and its benefits, whilst creating a sense of urgency across TikTok.
Results
Overall, we delivered over 2.8 million impressions, over 667K engagements, 92 pieces of earned content, and 143 posts, including two TikTok Lives.
Two of our influencers’ content stood out for their resounding performance. Wes Nelson’s posts outperformed his usual organic content, achieving 294K impressions, in comparison with his average of 45K. Cole Anderson generated over 206K impressions, achieving the 2nd highest organic campaign effectiveness ratio (CER) of 13.63%. This success helps to highlight the effectiveness of our creative concept.
Additionally, our event generated an earned-media value of £102,500, appearing across various media outlets and publications, showing that having a hero influencer contributed to the excitement and buzz.
Territory:
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