Ariel Fashion Shoot: Blogger Outreach

Client: Procter & Gamble Nordics

Brand: Ariel Actilift Liquid Detergent

Campaign period: 29 aug - 3 sept 2011

Challenge:

How do we get Scandinavia's most popular fashion bloggers to get people buzzing about a campaign for Ariel detergent?

Solution:

A unique and very personal package was sent to the 14 most influential fashion bloggers in Scandinavia. The content was a designer garment that we had already stained with chocolate and washed clean with Ariel Actilift. Of course, we filmed the whole process. A personal url on the clothing tags led each of the bloggers to see what their seemingly box fresh garment had been through.

Results:

• 10 out of the 14 bloggers published - 72% success rate.

• These 10 blogs have a total of 1,4 million visitors per week combined, across all of Scandinavia.