Persil Dials Up Style with 24-Hour Laundry Hotline

Persil Dials Up Style with 24-Hour Laundry Hotline

SNAPSHOT

Persil® Laundry Detergent established its name as THE Official Detergent of Outfit Repeating following the launch of a vibrant rebrand and new efficacy claim. To differentiate itself in a competitive category at launch and beyond, Persil® hosted a 24-hour Wardrobe Refresh Hotline on TikTok LIVE, with renowned fashion designer Christian Siriano.

Empowering fans to wear and wash their favorite ‘fits again and again thanks to the brand’s fabric care capabilities, we ignited a robust multi-phased PR strategy that drove brand awareness among trade and consumer audiences, successfully garnering widespread attention.

THE ASK

Leverage Persil’s revamped brand identity and newest product claim – that Persil Laundry Detergent helps keep clothes looking newer, longer* - to drive brand awareness through an engaging fashion-forward activation targeting Millennial and Gen X women and parents. *vs. leading value detergent 

APPROACH

To accomplish this, Agency H5 tapped into the cultural trend of outfit repeating and partnered with celebrity fashion designer Christian Siriano to host a 24-hour TikTok LIVE event: the Persil Wardrobe Refresh Hotline. Using his fashion expertise to share fabric care tips and demonstrate how to restyle favorite pieces, the LIVE featured interactive moments, influencer participation and a consumer CTA to proudly wear their existing wardrobe on repeat, thanks for Persil. Leading up to the event, we teased exclusive news of the partnership to key media contacts. Ongoing strategic media outreach successfully penetrated entertainment and fashion verticals, extending the brand conversation beyond the laundry category to reach new audiences. 

RESULTS

The Persil® Wardrobe Refresh Hotline activation captured the attention of national media outlets, exceeding placement and impression KPIs, in addition to generating consumer conversation. Through earned coverage, outfit repeating was positioned as IN with the help of our stylish expert, Christian Siriano, while making Persil synonymous with offering the best fabric care for our favorite clothes. 

  • Talk Value: Exceeded earned media placement KPI by 200%, with coverage in key outlets including Business Insider, Parade and Scary Mommy.
  • Consumer Engagement: Brought awareness to Persil from brand fans and new fans alike, as the hotline drove 350K viewers during the TikTok Live event.
  • Brand Equity: Ensured priority RTBs infiltrated all aspects of storytelling tactics, securing key message inclusion in 100% of earned placements.

AWARDS

  • 2025 PRSA Award of Excellence Award in the Events and Observances Over 7 Days category