Home  › Marketing › Strategies
downy-high-heel

Downy Brings Out the #SoftSide of Life

  |  September 12, 2013   |  Comments

The campaign, which attempts to make softness relevant to users outside its existing fan base, uses social elements to determine future billboard content.

Life can be difficult, so fabric softener Downy is offering to soften some of the harder aspects in a campaign it calls #SoftSide.

The brand hopes the promotion will help consumers outside of its existing fan base see the value of softness. What's more, #SoftSide begins in social, but will extend to digital out of home billboards once the brand learns more about how each situation performs online.

downy-high-heel#SoftSide features handmade soft sculptures of everyday situations like high heels, political parties, and football rivalries along with the tagline, "Bring out the #SoftSide."

Or, as Downy Brand Manager Carolina Rogoll, puts it, "We have the ability to soften the harsh situations that we have in life."

Downy says it purposely timed the campaign's launch for the week after Labor Day because it's one of the hardest weeks of the year when consumers go back to reality and summer comes to an end.

"The idea is that by using handmade soft sculptures, hard situations are softened by our brand. Softness is Downy's equity, so we're inviting fans to bring out the #SoftSide in everyday life," Rogoll adds.

In addition to the initial soft sculptures, Downy is asking its fans what they would like to see softened. Suggestions as of September 11 include motherhood and towels.

What's more, Downy says digital out of home billboards in more than a dozen cities will be updated regularly based on the creative that proves most successful on the brand's social channels.

In other words, once the brand understands which sculptures are preferred by its audience, it will translate those particular posts to offline media, Rogoll says. These additional executions will take place within the same month of activation, she adds.

For example, a Downy rep says the high heel creative ran in digital billboards in New York September 5 to 8 and the political post began running in 16 markets on September 8 and will remain up throughout the week.

The brand is also working with so-called lifestyle influencers to co-create #SoftSide content.

According to Downy, influencers will help provide insight into what bringing out the #SoftSide means to them. They will provide their readers and followers a glimpse into how they transform tough moments into #SoftSide experiences and will promote their #SoftSide moments via blog posts, Facebook, Pinterest, Twitter, and Instagram, the brand says. For example, Downy is working with Jo-Lynne Shane of Musings of a Housewife, who is training for a half marathon. Her #SoftSide moment is the transition from the hard weeks of training to the two softer weeks pre-race, the brand says.

Some influencers will also be asked to come in to digital agency 360i and co-create #SoftSide content. The agency says it is also reaching out to influencers in "emerging spaces" such as Instagram and Vine.

That includes Meagan Cignoli, who 360i says is a Vine influencer. Cignoli will shoot content on September 24, providing the Downy Instagram account with videos as well as creating and tweeting Vines of two of Downy's towel creations, a rep says.

"One of the things we're trying to do is make a statement of how we can bring the Downy equity to life and softness to new consumers," Rogoll says. "Many know it's a fabric softener, but it's not relevant, so we're trying to make a statement about the value of softness to reach consumers not in our fan base."

Images of the soft sculptures are shared on the brand's social channels and across online paid media, including what Downy calls a "significant investment" in Facebook advertising, as well as display advertising on a number of women's sites.

Downy has 1.6 million likes and 49,000 followers.

The campaign is ongoing.

Downy is a Procter & Gamble brand.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...