Vanish NapiSan was seeing a decline in their products, with over-simplified marketing leading to consumers with higher expectations that could be delivered.

INSIGHT

Red Agency was engaged by assisting with The Tip Exchange campaign to connect with this audience and create talkability and interest in the brand through an integrated experiential campaign, using PR, a brand ambassador, mummy bloggers and social media, many of which the brand had not used previously.

DELIVERY AND EXECUTION

Red Agency coordinated PR and managed the blogger engagement and brand ambassador to maximise each aspect of the campaign to boost consumer engagement and achieve Vanish NapiSan’s campaign goals. We worked extensively with the bloggers to ensure each of their posts maximised reader engagement while representing Vanish NapiSan’s brand messages. Red Agency also managed the brand ambassador, Shannon Lush, and coordinated her work with PR, social media and any other brand interaction. As part of the campaign, Red Agency commissioned research to provide useful insights to media and connect Vanish NapiSan with the media cycle.

RESULTS

  • We secured coverage in print, online and on radio, with syndication across Newscorp newspapers, as well as Lifestyle.com.au and Telstra’s news portal.
  • More than 12,000 people read the mummy bloggers’ sponsored posts, with more than 3,600 interactions.
  • Australian consumers still rely on the Tip Exchange for laundry information and advice.
  • The campaign was a great success, reaching more than 13 million and helping Vanish NapiSan connect with Australian consumers.
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