Flipping the laundry world on its cap, bringing renewed swagger to Whirlpool.
Big Jugs Beware
We revamped SWASH’s brand and packaging to have the same potency as its detergent formulation that has zero phosphates and is 8x more concentrated than competitors. We devised a 360 bid to break consumers away from the “sleepwashing” cycles of category mainstays. The refresh carried into digital properties where the expression of product benefits could take on new life—extending the energy all the way through conversions on Amazon and Whirlpool.com.
- Branding & Identity
- Social Media
- Retail
- Creative Campaign
- Influencer
- Media
DISRUPTING A NEGATIVE SALES TRAJECTORY BY BREAKING THE CYCLE
We summoned America’s favorite juror, Ronald Gladden, to help us prove SWASH’s superior benefits in laundry court for broadcast TV. He took the proceedings online to further help the internet settle their toughest laundry debates. Paid media placements and targeted influencer content series extended the call for people to break free from ”sleepwashing” buying behaviors pushed by big jug detergents.
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The 360 integrated campaign got SWASH back on the radar of consumers, retailers and high-profile reviewers. In just the first 30 days of the effort we saw:
- 121% Amazon sales increase versus previous week following TV launch.
- 362% jump in Amazon product detail page views following TV launch.
- 240% paid search CTR increase with 41% CPC decrease compared to previous search campaigns.
Secured first-ever seasonal distribution for the brand in Walmart. And, SWASH picked up deserved shine and swagger:
- 2024 PureWow Editor’s Pick, Most Foolproof + Sensitive Skin Friendly Detergent
- 2024 SELF Healthy Home Award winner
- 2024 Yahoo! Lifestyle Top 7 Cheapest Detergents
468MM
Impressions driven through paid media
122%
increase in site visits YoY
296%
increase via organic search