Downy Consumer Activations
- So Fresh So Confident
- Markets & Communities
- 1 Month
- P&G (Downy)
Experiential Marketing
The Project
Following the launch of Downy, a string of consumer activations were required to create demand instantly, by performing demos to show effectiveness against bad oder, as well as superiority against competition in the fabric softener category. 50g packs (RRT UGX 500) were given out to consumers engaged, to drive trial by way of sampling.
Task
Planning: Develop execution logistics; resource planner, mechanics, and route plan.
Deployment: Manage team recruitment and training, plus stakeholders.
Execution: Conduct perfect demos and sample consumers.
Process
Team recruitment and training
Local authority permits
Activation markets and community identification
Route Plan
Producing branding collateral
Execution
Conclusion
Targeting clusters of 7 or more people in their natural setting helped achieve the set target as opposed to mobilizing them to collect together. Setting up demonstrations and giving out samples created an experience that allowed the consumers to interact personally with the product.
Results
20 activation days
101,636 total customers were sampled overall.
