the 24-hour laundry hotline

the 24-hour laundry hotline

Ask

Leverage Persil’s revamped brand identity and newest product claim – that Persil laundry detergent helps keep clothes looking newer, longer (versus leading value detergent) – to drive brand awareness through an engaging fashion-first activation. 

Approach

Tapped into the cultural trend of outfit repeating and partnered with celebrity fashion designer Christian Siriano to host a 24-hour TikTok Live event, branded the Persil Wardrobe Refresh Hotline. Using his fashion expertise to share tips and demonstrate how to restyle favorite pieces directly with consumers, the Live featured interactive moments that engaged viewers. The campaign successfully grabbed the attention of national entertainment and fashion media, extending brand conversation beyond the traditional laundry category.

 

Results

  • 60 earned media placements
  • 350.5M earned media impressions
  • 350K TikTok live views
  • 44.8M earned social media impressions
  • 1 24-hour TikTok Live Featuring Christian Siriano

Awards

  • Silver Anvil Award of Excellence
  • PRSA Chicago Award of Excellence
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