Project Info

Reckitt Hygiene

Client: Airwick

Objective:

We want to go after new LE consumers by targeting key audiences with messaging relevant to their pain points. We will be testing which messages work best – pet odor elimination, cooking odor elimination, or increasing ambiance/freshness in the home. A similar campaign created for the UK exists and has performed well, we want to adapt this for the Italian market.

Audience:

They are existing users / familiar with liquid electricals. They chose LE because they remove odor and freshen up the house. It is used as a preventive method, especially in dining areas and bathrooms. We know that incentivizing trials is crucial for driving sales.

Idea:

We have x6 audience segments:

Pet owners families Concern: functional/odor elimination
Pet owner young couples (no kids) Concern: functional/odor elimination
Cook-at-home families Concern: functional / odor elimination
Cook-at-home couples Concern: functional / odor elimination
Hosting families (like to entertain) Concern: ambiance/freshness
Hosting couples (like to entertain) Concern: ambience/freshness

Message:

THINK – to identify with a specific pain point (pet/cooking odors and having a fresh ambiance in your home for guests) and introduce Air Wick LE as a product solution.

KNOW – to clearly communicate the product benefits – fresh ambiance lasts 100 days and is infused with natural oils.

Multiple owners.

Work done on the campaign includes creating artwork and (iconography) for animation alongside Creative Director and Motion Graphics Designer. Best practice when the supply of various sizes and resized artwork content for social media platforms. 

Instagram Landscape 1920 x1080 

Cook-at-home couples Concern: functional / odor elimination

 

Cook-at-home families Concern: functional / odor elimination

 

Hosting families (like to entertain) Concern: ambiance/freshness

 

Hosting couples (like to entertain) Concern: ambience/freshness

 

Pet owners families Concern: functional / odor elimination

 

Instagram IG Stories 1920 x1080 

Instagram post 1080 x1080 

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