“Love from Your Dads” is a popular New Zealand-based social media influencer couple known for their engaging content that focuses on parenting, lifestyle, and family-related topics. They have built a strong following on platforms like Instagram and YouTube by sharing their experiences as parents and promoting family-oriented products and services.

Choosing “Love from Your Dads” for a Vanish marketing campaign was a strategic move away from female influencers to more broadly engage with New Zealand consumers.

1. Target Audience Relevance:
   • Love from Your Dads’ content resonates particularly well with families, parents, and caregivers, which aligns with Vanish’s target demographic, especially mothers and families concerned with household cleaning and laundry solutions.
   • This was an opportunity to move away from the typical woman in the laundry scenario and show that men also face stain challenges and can share the role of laundry and stain removal.
2. Authenticity and Trust:
   • Influencers like Love from Your Dads are perceived as authentic and relatable by their followers. Their endorsement of Vanish helped to enhance brand credibility and trust among consumers who value recommendations from trusted sources.
3. Engagement and Reach:
   • Love from Your Dads have a substantial following on social media, allowing Vanish to potentially reach a broader audience through their platforms.
   • Their engaging content style also facilitated meaningful interactions with followers, encouraging product trial and consideration.
4. Content Creation:
   • Influencers like Love from Your Dads are adept at creating compelling and creative content that showcases products in real-life scenarios. This type of content effectively demonstrated the benefits of Vanish in everyday family situations.

Ultimately, this campaign and these unique personalities aimed to give us a fun, energetic and authentic way to bring all the benefits of Vanish Gold Crystal White to life while also celebrating diversity and gender stereo types. ​As a part of this campaign I produced a hero 30″ for use on TV and 15″ and 6″ spots for use across digital and social media.

Results:

These results demonstrate the impactful outcomes of the Vanish marketing campaign:

• Market Share Growth:
  • Vanish saw a significant increase of +430 basis points in market share, rising from 57.8% to 62.1% during the period the TV commercial (TVC) was live. This growth underscores the campaign’s effectiveness in capturing consumer preference and driving product adoption.
• Brand Awareness:
  • There was a notable +200 basis points increase in awareness among all demographics, highlighting improved visibility and recognition of the Vanish brand across the market.
• Target Demographic Impact:
  • Within the key demographic of 25-34 years, Vanish achieved an impressive +900 basis points increase in awareness and preference. This indicates a successful penetration and resonance of the campaign message among the younger consumer segment.
• Overall Preference:
  • The campaign also contributed to a +100 basis points increase in overall brand preference, reflecting stronger consumer preference for Vanish products in the marketplace.

These metrics underscore the campaign’s ability to not only enhance brand visibility and preference across all demographics but also to effectively engage and resonate with the targeted younger audience.

The results validate the strategic decisions made in campaign execution and highlight Vanish’s strengthened market position and consumer appeal during the campaign period.

Tracksuit Brand Equity Results:

*Tracksuit Brand Equity Tracking October ’23 – Feb ’24. ** Nielsen Scan Vanish Market share of TL Fabric Treatments October ’23 – Feb ’24.