In such a competitive market like the fabric conditioners’, Comfort Pure needed to step out of the classical advertising and own its place as the fabric softener that provides the ultimate softness for babies’ skin right where our target, mothers, do most of their research regarding their babies’ well-being: Online. While all brands tell mothers what their babies want, Comfort decided to let babies show mums what they truly care about: softness.

Comfort Pure' used its 600K plus followers across different online platforms in the region to launch The SoftTest.

It kicked off with 10-second teasers through Facebook and Twitter that got people interested in the experiment. Then we used single imagery from the objects at stake and ask the audience what their predictions were when a baby was to pick one of them. The launch was live-stream in the Comfort Pure YouTube channel with a captivating audience of 160K throughout the different experiments during 3 weeks. Afterwards, the clips were left in the channel for further viewing that produced the majority of impressions.