Skip is the leading garment care expert and as such, consumers have not only come to trust SKIP and be loyal consumers, they also expect SKIP to continually offer them the most up-to-date, technologically advanced products on the market, to care for their clothes. SKIP is a premium brand with a premium offering, not only does SKIP offer cleaning power, but it also specializes in caring for clothes.

The brand was recently introduced in Peru, where it's targeted to a AB consumers, and where the market is clearly dominated by several other players.

The objective of this campaign was to put Skip detergent in the map of one of the most competitive categories in Peru, through a digital campaign with a very low budget.

The "Skip Ad button" is a Skip Ad.

That's right.

Skip detergent arrogated to themselves the most popular button in the world: the "Skip Ad" button. The one you always want to click. The one you don’t hate. The one you actually LOVE. Just like you love getting rid of those stains in your clothes, Skip gets rid of those painful ads.

Now you will never see it the same way again.

INSIGHT

People don't like video ads. It's a fact: 85% percent of people skip online video ads. (Source: see attached DATA document) An awkward situation for advertisers, and in many aspects a very negative approach to their audience, interrupting what they really want to see. But we realized how to change this, and turned it into our favor.

APPROACH

We realized that Skip already had the biggest campaign ever made in their behalf, they just hadn’t realized yet. We are talking about the “Skip Ad” button.

That little precious button that appears every time a commercial tries to ruin your video in Youtube. This button “cleans” what you don’t want there. And that’s exactly what Skip detergent does with your clothes. We just had to communicate it, and we did it.

We arrogated to ourselves the most clicked button in the world: the "Skip Ad" button.

And we did it right where we needed to: video Pre-Rolls. Along with different celebrities and influencers we created a series of pre-rolls where millions of people received a very simple message: Yes, the "Skip Ad" is indeed a SKIP AD

We also supported the campaign with different ads, including Video ads, Facebook ads, Instagram ads, Instagram Stories, Influencers and several Outdoors which helped us spread the message.

-We arrogated to ourselves a button that will be there for many years: The Skip Ad button. Now that the audience think it's a Skip Ad, they will never see it the same way, and they will think about Skip detergent every time they click it.

-We changed people perception about the brand, with a very positive message: Skip is there for you when you need it, and it works.

-With a very very very low budget, we created buzz around the brand with a very clever message that will persist for years in the consumers mind.

-We used Youtube's native digital platform in a very clever way, that with a very low budget allowed us to become relevant.

Impressions: Infinite

Clicks: Infinite

Reach: Try calculating it if you can.