In 2021, Vanish launched a strategic communication strategy to introduce the innovative Vanish Gold Multi Power. This campaign was designed to showcase the product’s multifaceted benefits, including superior stain removal, odor elimination, and color brightening, aimed at resonating with a broad spectrum of consumers.
Although the concept to utilise influencers was initiated by the Australian brand team, I played a pivotal role in the localisation of this copy by selecting agencies, choosing influencers, designing and approving scripts, and developing the media schedule. As a result of these efforts, we achieved significant and impactful campaign results.
Campaign Objectives:
My primary goal was to boost market performance of Vanish by enhancing brand awareness and increasing product penetration. Additionally, the campaign aimed to reinforce Vanish’s reputation for efficacy, quality and reliability in stain removal solutions.
Target Audience:
The campaign was designed to specifically target mothers with children 25-49, primarily responsible for household shopping decisions.
This group values products that deliver on promises of cleanliness, freshness, and durability against tough stains and odours crucial for managing laundry challenges associated with children.
Creative Strategy:
Vanish adopted a consumer-centric approach by leveraging real-life influencers such as Maria Foy (@happymumhappychild) to demonstrate the effectiveness of Vanish Gold Multi Power.
The campaign evolved traditional but very successful in-front-of-your-eyes (IFOYE) demonstrations into engaging blogger formats across FTA TV, YouTube, and social media channels. This strategy aimed to enhance relevance and credibility among different consumer groups.
These commercials were designed under my guidance to spotlight the superior benefits of Vanish Gold Multi Power in tackling tough stains and enhancing fabric freshness, delivering the full 30″ story to captivate audiences.
Influencer Choice:
Maria Foy, previously known as “Happy Mum, Happy Child” is a popular parenting blogger, content creator, and social media influencer based in New Zealand. She is well-known for sharing her authentic experiences and insights on motherhood, family life, and parenting tips through her blog and social media channels.
Maria Foy’s platform, Happy Mum, Happy Child, has a significant following among parents, particularly mums, who appreciate her honest and relatable approach to discussing the joys and challenges of raising children. She shares a variety of content ranging from parenting advice, family activities, recipes, product recommendations, and personal anecdotes.
As an influencer, Maria Foy collaborates with brands to create sponsored content that resonates with her audience. Her endorsements often focus on family-friendly products and services, making her a trusted voice among parents seeking recommendations for products that enhance family life.
Campaign Execution:
I led the strategic planning and execution of the Vanish Gold Multi Power campaign, overseeing a phased rollout across FTA TV and YouTube channels. 30″ spots were booked on FTA TV to specifically target 25-49 household shoppers, ensuring that the full 30″ story of the advertising resonated effectively with our key demographic of mothers with children.
Simultaneously, I selected and optimised 15″ ads for YouTube placements, strategically balancing reach and budget allocation. These shorter, skippable formats were expertly crafted to swiftly capture viewer attention while effectively communicating key messaging about Vanish Gold Multi Power’s unique capabilities.
This dual-channel strategy, which I orchestrated from start to finish, ensured comprehensive coverage across both traditional and digital platforms. It successfully engaged our target audience of mothers with children, reinforcing Vanish’s position as a trusted solution for household laundry needs and driving significant campaign success.
Results:
The modernisation of Vanish demonstrations and the integration of influencer collaborations contributed to a significant market performance uplift.
My leadership in refining the campaign’s narrative and leveraging real-life influencer engagements, significantly boosted market performance (+16.9% vs. last year) and penetration (+9.1% vs. pre-campaign), solidifying Vanish’s reputation as a leader in stain removal innovation.
These metrics underscored the campaign’s success in strengthening consumer confidence and loyalty, reaffirming Vanish as a preferred choice for stain removal solutions.
Conclusion:
Through innovative marketing strategies and strategic influencer partnerships, Vanish successfully repositioned its brand and product offering in the competitive fabric treatment category.
The campaign not only achieved its objectives of increasing brand awareness and driving sales but also elevated consumer perceptions of Vanish Gold Multi Power.