Online unbranded survey was initiated partnering with leading print partner, Cosmopolitan - “how fragrance/ scent is important to one’s daily relationship” followed by planting the results in Twitter and blogs of KOLs and influencers.

#UbahParfumMu stirred conversation across all channels linking to all assets.

Finally Downy Scent Switcher product was revealed with social experiment video (linking to the survey story by placing the hashtag) distributed across and even on social assets of KOLs. Topping up with Downy-Scent-Switcher Cosmopolitan issue, Facebook Scent-Switch-Apps contest, YouTube masthead placement and press conference.

A purchase gateway annotation was developed in the video leading viewers to online shopping portal in Indonesia - Lazada.

Downy sales grew in large format stores by 163% against stagnant category growth. Market share increased by 4% in the period. 500000 new trialist generated, mini-mart off-takes grew by 216% while shipment swelled by 289%.

Video garnered 6000000 views on YouTube in just 3 weeks (highest ever view score achieved for any brand in Indonesia till date). Downy’s YouTube channel became the fastest growing channel in Indonesia for July. Annotation on the video helped to drive around 3000 viewers to join the Facebook contest. Downy Facebook fan page grew by 150% in 5 weeks. #UbahParfumMU hashtag dominated the conversation with 1.3 million organic impression.

- This Campaign has won Silver in Festival of Media Awards APAC chapter – Best Engagement Strategy.

- This Campaign has been shortlisted amongst Top 5 Festival of Media Awards APAC chapter – Best Launch Campaign.