Moms in the region of South East Asia are not using the right detergent for the right kind of machine; killing off their own machines and resulting in a bad wash for their laundry.

Around the South East Asia region, Moms are reaching out and researching online on issues that they have with their wash and washing machines. They can only learn from the experts; other Moms who have experience and solved the same problems they faced.

The idea was to educate the consumer and provide a central knowledge resource for the Moms to learn and ask questions from each other.

We got the Moms' attention with banner ads and article about the common issues they have with their laundries. These ads and banners were unbranded with only the use of the animated washing machine characters.

These ads then lead them to article based on those facts. These then lead them to a journey to view the web series to test their knowledge, a positive reinforcement of what they just read.

At the end of the journey they are then directed to the knowledge resource portal where there is a community where the Moms come together. They can then learn a whole lot more from other Moms, the online submissions and articles from other Moms.

Part of the web series can be viewed below;

There have been more and more contributions from the community of Moms since the first launch in 2014. The campaign ran for about 1 year in India and was going to be localised for Vietnam, Malaysia and Indonesia.