Procter & Gamble
Advertising Agency: RoRe Group (Moscow, Russia)
Executive Creative Director: Polonski Yuri
Creative Group Head: Alexander Lyubavin
Head of Copywriting: Artem Mukhin
Managing Director: Natalia Sysoeva
Account Director: Tatiana Platonova
Account executive: Sofya Zharikova
Client:
Brand director: Svetlana Zhuravleva
Senior brand manager Tide: Daria Kobzar
Senior brand manager Kazakhstan: Anastasia Kurochkina
Fabric and Home care vice president: Roxana Stancescu
Challenge
Background: TA of the campaign is modern Kazakh mother. She has on average 3 kids, leading to 3 times as much everyday staining. Along with that she follows national traditions which means her load on national holidays is particularly heavy. She frequently prepares abundant “dastarkhan” consisting of rich oily national dishes leaving some of the toughest stains. Therefore, every day she has to deal with a whole variety of staining situations. To get perfect result, she leverages time-consuming extra effort, such as pre-washing with soap, soaking, using bleach and even folk remedies – each stain has its own recipe, giving her mental and physical overload. Having so much daily laundry, she still has a habit of buying small 450 g packs leading to extra spend per load the risk of running out of detergent at inconvenient time.
Business Objective: to grow Tide VS +1 ppt via converting consumers from small 450 g packs to big 4,5 kg ones, driving the sales of the economy packs +2 ppt
Communication Objective:
Raise TA awareness of:
1. Tide having superior formula that removes any type stains she encounters every day, removing extra mental and physical workload from her.
2. Buying Tide in big size packs delivers extra value.
Strategy:
Demonstrate that buying Tide in big pack helps save time and money via showing how product effectively handles numerous laundry torture tests encountered by Kazakh moms every day, leveraging specific to Kazakhstan situations and symbols to enhance communication relevance for local TA.
Campaign Roll-out:
Integrated campaign consisted of TV+OLV, Social and OOH. The TVC demonstrated 3 of the most common staining situations in Kazakhstan, including KZ specific situation of celebration in a big family. Each of vignettes used extensively national elements and ornament.
On top to that, we had WOW OOH campaign, with placement in hottest locations of Almaty and Astana. We had 3 creatives in rotation, all linking back to staining situations from TVC.
We also had in-store support of big economy packs in the major national retail chain Magnum
The time of Nauruz gave us an additional push to reinforce our “whiteness message” on modern OOH formats, including impactful 3D screen and skyscraper projection. Nauruz is a very special time of the year for every Kazakh. And white is a special color in Kazakhstan, almost a sacred one. When celebrating Nauruz people in Kazakhstan say “Let your life be full of white!” – a perfect moment for Tide join New Year wishes with its brand promise!
Results:
All the business KPIs exceeded the plan:
1) Tide’s VS grew +3 ppt vs +1 ppt (plan)
2) Tide’s VS in big economy packs grew +4 ppt vs +2 ppt (plan)
All Tide’s brand metrics also show a positive trend, including equity and consideration set, which demonstrate +7% growth vs previous period. TOMA grew +13% which is twice the index of the closest competitor
The test of the creative materials demonstrate that the target audience highly evaluate our creative approach:
1) Ad Recall and 80% Brand Link! Brand Link is particularly important since this campaign came on air after a 3-year-long campaign with Marina Kravets
2) 62% of respondents recalled that they liked the campaign, 60% indicated trial intent, 65% mentioned that they are glad that the copy shows people they meet in their real life, 70% marked that the copy demonstrates the situations they themselves have to face in their real life
3) The overall assessment of the campaign proved to be sufficiently high – more than 50% of the respondents recalled it as pleasurable and fun to watch
This case shows that deep understanding of the consumer on a local market and attention to local culture is always a win-win strategy.