Persil "To Go Pro"

Persil laundry detergent (parent company: Henkel) had recently launched in the U.S. from Europe, looking for brand awareness and increased market share against its competitors. I assisted in developing a combination of mass sampling + intricate content-based campaigns for Persil laundry detergent in 3 markets: Chicago, New York Metro, & Minneapolis – to garner brand awareness via content and sample distribution.

Over the course of several weeks, I hand-picked over 30 actors who had to embody the likes of the “Persil Professional” (normally played by actor Peter Hermann). I managed all scheduling and communication with their respective agencies. I also developed script & storyboards for all video content used on social, digital and media channels. At the end of the campaign, we distributed over 1.5MM samples of detergent, garnered over 10MM impressions, and with the help of paid media, saw over 2.5MM social post engagements

​

MY ROLES:

Staffing lead

Creative support

Logistics & strategy support

Client communication support

On site support

Analytics & reporting support