When our young target group turns to young parents, they experience that the amount of laundry they have to deal with increases significantly. That’s why Persil revealed an unbelievable truth behind all the baby stains in a harsh documentary: babies do not stain by accident, they do it on purpose. And even worse, all babies are part of a bigger and global plot:

The Baby Conspiracy.

In the online platform, parents could then follow up with additional content such as videos, checklists, quizzes, etc. to discover if they’re a victim of this conspiracy. And of course we reveal the only weapon against this movement: Persil products.

The core of the campaign is the main documentary video placed on the web platform.

YouTube pre rolls, own Facebook posts as well as sponsored posts lead users to the page where they are exposed to the full impact of the conspiracy. Retargeting banners and sponsored posts are then leading the consumer again to the website; accordingly they follow the journey until the online shop, where the whole range of Persil products can be purchased.

The campaign was first launched in Germany, the home country of Persil. Afterwards it was rolled out in 19 other European countries with striking success.

The online documentation got more than 9,5 millions views. Parents started to discuss the conspiracy in social media and talked about their kids as members of the conspiracy.

These parents drove up the comment rate on Persil Fan Page by more than 2000% and the share rate even to 29900%.

This makes this campaign the most successful piece of content in the category compared to other content launched in only one country for the same period of time.