VANISH: Crystal Whites
VANISH (Reckitt Benkiser) approached our Agency to create some targeted Reach and Frequency Facebook content to increase brand awareness and educate consumers on product benefits. I was Senior Creative lead for the Reckitt Benkiser account. I was responsible for the ideation and the Art Direction on this project, I over saw the photoshoot, retouching and design procesess.
Business Objective
Consumer Education:
• Inform consumers that the product exists
• Inform consumers why they need Vanish
Product benefit: Makes whites 3 shades whiter
Consumer Insight
Vanish provides Specialist Whitening
“Most of the time my washing powder solves everyday stains, but it doesn’t seem able to brighten my whites and I know that bleach will eventually damage my linen/ tablecloth/ summer dress".
Communication Objective
White laundry is not white, unless it is “Vanish White”
Vanish White makes makes your whites, 3 shades whiter
Campaign Outline
Facebook posts:
• Education: Product benefit & usage
• Engagement: Campaign & competition based Stimulating, “Thumb-stopping” creative execution Competition mechanic Amplified reach utilising media
Challenges
Our main challenge was finding the delicate balance between 4 party's;
1. The constraints of Facebook’s advertising specifications (which required more creative imagery and less text), an additional
Our main challenge was finding the delicate balance between 4 party's;
1. The constraints of Facebook’s advertising specifications (which required more creative imagery and less text), an additional
challenge was inclusion of the obligatory medical information.
2. The needs of the client, which were to visually show the product benefits as well as look good in order to have good ROI metrics (organic reach, likes shares and comments)
2. The needs of the client, which were to visually show the product benefits as well as look good in order to have good ROI metrics (organic reach, likes shares and comments)
3. The taste of audience, we needed to create what we liked call "Thumb Stopping Creative".
4. Reputable work for our agency that wasn't churned out in order to meet the bottom line, also after having taken into consideration clients creative input/feedback.
4. Reputable work for our agency that wasn't churned out in order to meet the bottom line, also after having taken into consideration clients creative input/feedback.
Below you will find the sketches that I presented internally and to the client.
Unfortunately, I was not privy to the results of this campaign.
MORE IDEAS! Vanish Crystal Whites | Guess the White
These are the initial sketches I presented. The idea was to create a gamification mechanic that allowed the audience to "Guess the famous white". However we had to shelve this line of thinking as South Africa was in the middle some racially tense controversies, it was not wise ti be talking about how "Great the whites are".
