Define
Radox was a brand on the road to irrelevance. Strong heritage and latent affection was proving to be no match for premium new competitors, Own Label ‘me-too’s’ and near universal promotional activity.
Communications needed to re-assert what made Radox special for the mums that buy it in a modern way that made them value the brand more.
Design
There is one commodity more precious to our audience than almost any other: time to themselves. And what is the only room in the house with a lock on it where they can actually have that time? The bathroom.
From this simple insight we developed a campaign around the notion of taking this age-old Radox benefit and turning it into activity that would actually galvanise this audience to take time for themselves, every day. To be a little less selfless.
Enter the ‘Be Selfish’ campaign. We designed it around tight bursts of highly integrated activity, each built around something that was genuinely useful and interesting for the audience.
Blast 1: A launch campaign built around a ‘selfish manifesto’: PR set up the need for selfishness; advertising (online, TV and Press) showed just how desirable it should be.
Blast 2: A waterproof novella written by chick lit authoress extraordinaire, Kathy Lette. We didn’t just create this but seeded it with key bloggers, gave it away with media, used it as the basis for an intensive PR campaign and allowed women to download it from the website.
Blast 3: A (literally) cheeky public information video when the clocks went back reminding women to use that extra hour to do something selfish. To make it the kind of thing women would simply have to share with their friends and the press would simply have to write about, it was delivered by a tanned and buffed Robert Kazinsky of ‘Eastenders’ fame, stripping for his bath.
Deliver
- The insight on which the whole campaign was based researched in the top 5% of insights tested.
- 450,000 women enjoyed Kathy Lette’s novella; 393,000 women shared the ‘clocks going back’ reminder video in a fortnight.
- More people are talking about Radox – online ‘buzz’ about the brand tripled in six months.
- More people saw Radox as special – a quarter more over the period of the campaign.
- Radox regained the number one position in washing and bathing.
- Radox became a more profitable brand, selling more product at full price and increasing overall brand profitability.
