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

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:

• Fierce competitions in China’s FMCG market

• Chinese consumers have zero knowledge about the brand and this product category

• Chinese consumers have different laundry habit from North America

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

• Celebrity endorsement brought great results. We chose Yang Mi as the spokesperson. On December 1st, 2017, Yang Mi’s short video of “The Little Secret of Big Mi” was released by Downy and gained millions of views shortly

• Allying with KOLs, we created and maintained hot topics related to Downy and Yang Mi on social media to attract attention. Through the endorsement marketing by Yang Mi, the brand increased exposure and awareness on social media.

• We used multiple ways of endorsement marketing to further attract attention and increase awareness on social media. When the news of Yang Mi being the spokesperson was released, we invited hundreds of famous fashion KOLs to spread the news and product reviews on Weibo. On WeChat we promoted several advertorials, each of which gained page views of over 100,000. On Taobao, there were about a hundred KOLs to promote the product using pictures or live streaming

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