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P&G DANCE YOUR PLACE CLEAN

P&G DANCE YOUR PLACE CLEAN

The Challenge

The annual Spring Clean can feel like a mammoth task – a top-to-bottom, grease and grime cleaning frenzy. It’s great when it’s done, but cleaning is a chore and people take every shortcut they can to make it a bit more bearable.

Our Response

We set out to show that with the right cleaning products, and some great dance moves, you can have Spring Clean fun and literally, dance your place clean.

Teaming up with former Pussycat Doll Kimberly Wyatt we choreographed moves inspired by P&G products: Flash, Fairy, Viakal and Febreze. Four short films demonstrated just how you can dance your way through dust dirt during this year’s Spring Clean.

The Results

Our multi-faceted campaign achieved national media coverage in top tier titles including the Mail Online alongside an influencer programme and a partnership with Magic FM radio.

Kimberley Wyatt launched the films through her social media channels and Dance Yourself Clean went through-the-line with her featuring on In-store displays. The campaign achieved 40 media hits with a reach of 376 million, as well as more than 11,000 competition entries from Magic FM listeners.

On social media the films gained 186,144 video views, as well as more than 101,000 Facebook interactions resulting in an uplift in sales with key retailers during the campaign.


Touchpoints

  • Print
  • Web
  • Conversation
  • Celebrity