Zest: SHOWER STORIES

Credits & Description:

Advertiser: PROCTER & GAMBLE
Agency: STARCOM MEDIAVEST GROUP
Category: Fast Moving Consumer Goods
Advertising campaign: SHOWER STORIES
Content Producer Supervisor: Jimena Serrano (LiquidThread)
Vice President/Content Director: Juan Davila (LiquidThread)
Content Producer Coordinator: Claudia Arenas (LiquidThread)
Content Director: Axel Aldana (LiquidThread)
Media Planning Senior Director: Jose-Luis Leo (Starcom MediaVest Group)

Effectiveness
The relevancy of this content opened doors for Paid, Owned and Earned Media to garner unprecedented results. 'Shower Stories' validated the effectiveness of communicating a simple yet meaningful brand message, one that’s driven by content and community engagement. Sharing can reinvigorate a brand even in the face of fierce competition and familiar product features. Zest’s YouTube channel has earned 2.4 million unique views to date and built a community who shares real-life confessions and heartfelt messages. Of course, it doesn’t hurt to move the bottom line. Since the start of our campaign, Zest’s sales have increased by 23%.

Strategy
Zest, a P&G body soap product, wanted to connect with consumers in an innovative and never-done-before way, to let them know that Zest was a body soap that was truly beyond its core benefits of only providing cleanliness and freshness. Thanks to previous campaigns, consumers understood the benefits of the product but lacked an emotional reason to use Zest.We thought we’d show people that Zest could help unlock their inner desires and unfulfilled dreams because what better place do people think about their deepest secrets than in the shower? With 'Descubre lo que hay bajo tu piel con Zest' (Discover what is under your skin with Zest,) we developed 'Shower Stories'; a content strategy where the product meets the consumer at its most vulnerable moment, encouraging emotional transformation.

Execution
'Shower Stories' was an original production of six, 60-second episodes aired on national TV. We also created a Zest-branded YouTube channel to house the videos and reach more people for social impact and measurement. We also took the concept to retail, focusing on making the content come alive in the path to purchase. At stores, we installed mock shower booths where everyone, including kids, adults, young adults, were suddenly interested in getting things off their chests. We extended the campaign by inviting people to submit their own videos to YouTube and promised prizes for the funniest videos uploaded online. And because we were water-conscious, we asked that shower videos were limited to one minute! The videos came flooding in and ranged from the sublime to the absurd but the common factor was always their bar of Zest.