Downy

Established in 1961, Downy is a brand name of fabric softener produced by Procter & Gamble, one of the world's top 500 companies.


Established in 1961, Downy is a brand name of fabric softener produced by Procter & Gamble, one of the world's top 500 companies. For more than 50 years, it has been committed to bringing more enhancements to laundry experience. Danny has become a popular household product brand in the United States

 

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The Challenge

In December 2017, Downy Beads, which is popular in North America, entered the China market。 Downy Beads is a laundry scent booster with the new concept of “clothing perfume”, which is used together with laundry detergent to maintain a long-lasting fragrance after washing

 

Although Downy is a brand by P&G, as a new product category and a new brand of fabric care, Downy is faced with the following challenges:

 

The Solution

Increasing awareness and sales at the same time have always been the ultimate marketing goal for a new product or new brand. We helped Downy achieve the goal by using multiple strategies and tactics such as brand positioning, spokesperson, endorsement marketing and co-branding. At the end of the campaign, Downy not only increased its awareness in the China market but also its sales. We helped Downy become an Internet Celebrity brand in China

 

 

The Achievement

In December 2017, Downy’s Tmall store (excluding Tmall Supermarket) sales: 2.2 times of the sales of all Tmall flagship stores in clothing care category (softener) of the month



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