Hedgehog Hall of Fame: GolinHarris - Persil small and mighty Top Ten Things
30th August 2013
Company: GolinHarris Campaign: Persil small and mighty Top Ten Things Category: Media Relations Campaign of the Year - South - WINNER Summary Child development and creative play has been at the core of the Persil brand since its ‘Dirt is Good’ platform was launched back in 2005. With no new products for Persil in 2012, GolinHarris was briefed to create a news generation vehicle to drive awareness amongst target media, increase sales and build trust in its stain removal power with the BC1 target audience. Our content rich campaign got kids off their sofas and back outdoors. With Britain’s greatest adventurer Bear Grylls, we built the ultimate bucket list for under 10s, campaigning to get them back outside. Our coverage reached 98,908,898 people with 62% of our Persil target audience reached 2.8 times and Persil value share increased by +240bps… Objectives • Awareness: Create a national newsworthy campaign of over 70 pieces of coverage to drive mums in-store and online to take part • Persuasion to purchase: Make Persil small & mighty famous and the laundry detergent of choice for the target audience of BC1 mums, with kids aged between 5-11yrs old • Credibility and Trust: Convince our mums of the stain removal power of Persil through the stories we tell and trust the brand as a support of child development • Campaign ROI: 5:1 Target Audience Research and planning Highlighted two areas to build our strategy upon: • Playtime for parents vs. kids of today: when you were a child were you free to explore, returning home covered in dirt and other stains? It’s well documented that ‘kids these days’ aren’t doing enough exercise and some of them rarely play outdoors • Media trends for practicality and nostalgia: common sense, nostalgia, practicality and learning life skills (e.g. The Great British Bake off, Kirstie's Homemade Home) is big We looked at our target audience’s attitudes towards outdoor play and adventure: • GolinHarris’ Trusted Media Index, uncovered the most influential media channels • TGI data, what our audience is interested in, specifically hobbies and activities • OnePoll Omnibus of 1000 parents with children aged 5-10 years Media contacts, an audit of 15 journalists from the most influential parenting titles Action We developed a campaign to inspire families to abandon the constraints of modern life, get back to the ‘Bear Necessities’ and give kids license to get stuck into outdoor adventures – dramatising that Dirt is Good – and demonstrating Persil’s ability to take on the toughest stains like mud and grass. Our strategy was simple: • Launch a hard hitting news story looking at the decline in outdoor play, with kids missing out on learning the core skills that wannabe adventurers should know • AND make noise around the retail promotion by creating content around the essence of ‘Dirt is Good’, taking the on-pack promotion to our mums nationwide We created the ‘Top Ten Things to do Before You’re Ten’ Guide: the ultimate bucket list for kids co-created with our celebrity adventurer. Setting the scene - a nostalgic view of long forgotten playtime: News research story that discussed the decline of outdoor play by children vs their parents, and the lack of outdoor skills learnt, using Bear Grylls for broadcast and national interviews. Call to action - the bucket list for ten year olds!: Creation of the guide encouraged parents to get kids back outside including photography and ‘how to’ videos from Bear demonstrating how to build a den, how to be a hide and seek champion etc. Support the product story: Mummy blogger outreach with creative adventure kit mailers to recreate the guide and link the product to the campaign with washing tips and tricks. Finally, the newly launched Persil Facebook page hosted all the content created, providing our audience with a destination to take part in the campaign, outside of the on-pack promotion. Results Awareness: • 86 pieces of coverage inc. front page of The Telegraph and Metro • 19 media and blogger interviews with Bear Grylls inc. Alan Titchmarsh, BBC 5 Live, The Sun and Bella magazine • 7,600 entries through 3 x placed competitions to win a year’s supply of Persil and a spot on the retail promotion Bear Grylls day Persuasion to purchase: • Total reach: 98,908,898 with 62% of our Persil target audience reached 2.8 times • PR driver for sales, Persil IRI data to 7th July 2012 showed: • Persil value share +240bps YTD (Ariel value share -50bps YTD) • Persil value £222m over last 12 months of sales (MAT) (Ariel value £178m) Credibility and trust: • 100% of coverage was positive • 95% of articles branded Persil and with at least one key message ROI: 6:1 with a £0.78 cost per thousand reached The PRmoment Golden Hedgehog Awards 2014 are now open for entries. Here are this years updated categories.