Lenor: More than laundry

Credits & Description:

for Lenor (Procter & Gamble)
by Grey Germany GmbH
Case Study
Germany
Story:
SUMMARY:
The challenge P & G’s Lenor was to find a single campaign idea that would appeal across cultures and unify the brand without weakening its equity in different regions. They found the unique trigger to a unifying feeling, it’s never about clothes, it’s about emotions. Seven print ads were produced, digital banners and Facebook posts helped spread the message online and seven TVCs were broadcast. As a result of the new campaign, brand equity measures in analyzed countries grew significantly, some beyond +20%. The campaign ROMI increased by 124% for Greece, 50% for the UK and 26% for Poland.