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The Challenge

The object was to address the first-wash anxiety many women feel, alongside building strong brand awareness and purchase consideration while maximising a cost-effective reach.

We also wanted to instill confidence in the target audience that they can wear the clothes they love for longer.

The Insight

A woman values her wardrobe and a value; be that sentimental, the expense or how it makes her feel.  With increasing financial pressures, she sees clothes-buying as more of a luxury and so will often feel first-wash anxiety.

Lots of us have washed a cashmere jumper and regretted that wash when we pull out a jumper more fitting to a six year old than a thirty six year old.

Women put emotion and feeling into their clothes so why not their washing powder too?

The idea

We utilised the Ä¢¹½ÊÓƵ brands and influencers to produce engaging content that focused on caring for your clothing with Ariel, seamlessly integrating the key message: ‘wear the clothes you love when you want to and as much as you want to.