Is Instagram the right platform for detergents? At the end of 2019, it didn't seem so. Major Dutch brands like Ariel, Robijn, and Persil were absent, despite their target audience being active on the platform daily. Persil, in particular, needed to make a connection, as penetration had been declining for years, and brand tracking indicated it lacked emotional resonance with millennial families.
There was significant potential for Persil on Instagram, but how could a detergent brand create an engaging presence? The 'Tag De Vlek' (Tag A Stain) campaign successfully addressed this challenge by leveraging a social insight, a compelling creative concept, and the influence of social media personalities. Check out the case video here. This idea was developed by Tim Boom and Joshua Hoogeboom.
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