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Advertising: Vanish Gold Crystal White with Daisy Dagg

Expanding on the triumph of our initial Blogger TVC in 2021, this iteration saw us refreshing our communications strategy by collaborating with Daisy Dagg, aiming to reach untapped consumer segments. This strategic shift was instrumental in introducing our revamped Vanish Multi Power Powders to the market with a fresh perspective and renewed enthusiasm.

Influencer Choice:

Daisy Dagg was an ideal choice for showcasing Vanish Gold Crystal White to target mums and families for several reasons:

  1. Relevance: As a mother herself with two children, Daisy Dagg resonates well with the target demographic of mums and families. Her personal experiences with parenting and household chores make her relatable to other mothers who are likely the primary purchasers and users of stain removal products.
  2. Authenticity: Daisy’s public persona often includes attending events where she wears white clothing. This aligns perfectly with the campaign’s focus on showcasing the effectiveness of Vanish Gold Crystal White in keeping white garments bright and clean. Her authentic use of white attire in real-life situations reinforces the product’s benefits in a natural and believable way.
  3. Influence: Daisy Dagg is a social media influencer with a substantial following, particularly on platforms like Instagram. Her influence allowed the campaign to reach a broader audience of mums and families who trust her recommendations and lifestyle choices. This amplified the visibility and credibility of Vanish Gold Crystal White among the target market.
  4. Association: Being married to Israel Dagg, a well-known figure in New Zealand rugby, adds a layer of association with a wholesome, family-oriented image. This association further enhanced the campaign’s appeal to families looking for reliable stain removal solutions that cater to their specific needs.

In essence, Daisy Dagg’s personal attributes, lifestyle choices, and influence made her an effective ambassador for Vanish Gold Crystal White, helping to reinforce the product’s benefits and appeal to the target audience of mums and families.

Vanish Influencer Challenge with Daisy Dagg @daisydagg

Results

Advertising has been successful in driving brand equity metrics for effectiveness on both whites and colours, driving penetration within the target demographic of mainstream and premium families, although this is slightly lower than last year (not unexpected due to cycling Covid).