How digital drove a big idea from online video to television, and conditioned a new generation.
Most people are hesitant to wash their favorite clothes for fear that they will get damaged.
This concern highlights a bigger category issue: Downy has been in decline for years, as the brand has failed to connect with Millennials who don't see why they should add fabric softener to their laundry routine. To save the business, and open up Downy usage to a new generation of consumers, we needed to fine a way to introduce Downy's protection benefit to the large, advertising-averse audience of Millennials.
When Millenials do their laundry they toss it in, close the lid and forget about it.
Until we showed them what goes on inside. With a washer that spins at 90 RPM and a dryer hot enough to cook ribs, we proved to consumers that their favorite sweater deserves more protection against a bevy of elements that batter every load they wash. We accomplished this by utilizing something typically reserved for extreme sports: a GoPro. In a washing machine.
A little camera and a big idea seek to bring a misunderstood brand back into the mainstream
We launched the video and saw that not only was the video engaging to our typically ad-adverse audience (with over 12 million views), it helped them see why Downy fabric softener was a necessary step in protecting and prolonging the life of their clothes.
The footage was so convincing (this was a true torture test) that we even decided to run it as its own TV spot. This new spot ran in parallel with social media cinemagraphs featuring the GoPro footage and compelling facts about the harshness that happens under the hood—footage that was viewed nearly 7 million times.