Persil: My Messy Adventure
Persil wanted to drive brand awareness and talkability around ‘Persil small and mighty’ and its ‘Dirt is Good’ proposition. Persil wanted an innovative and unique experience for families to enjoy outside over the summer holidays.
The big idea was My Messy Adventure, a world-first downloadable interactive Roald Dahl story. The delightful story had families running around the garden or park finding things, measuring things and making mud pies – all through the world of Roald Dahl. We created a truly integrated campaign making use of our in-house digital design and build, inspiring content creators and PR team. It was supported by consumer research, celebrity endorsement from Gabby Logan, a media launch event for families and blogger outreach, plus1.4m packs of Persil carrying our idea.
Over 89,000 families downloaded the app that encouraged kids and parents to head outside and experience the world through Roald Dahl’s eyes (and their smartphones!). This content-led initiative tripled dwell time on Persil’s site and reached 24m through social media. Sales have increased over and above expectations with a 22% volume uplift. The experience also provided a new Roald Dahl story.