Fairy Digital, Case study THE BEST ITALIAN RECIPE by Saatchi & Saatchi Milan

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Industry Cleaning Products, Detergents & Wood protectors
Media Digital, Interactive & Mobile, Case study
Market Italy
Agency Saatchi & Saatchi Milan
Creative Director Agostino Toscana, Alessandro Orlandi, Manuel Musilli
Art Director David Denni, Massimo Guerci
Released January 2012

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: P&G
Product/Service: FAIRY
Executive Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Agostino Toscana/Alessandro Orlandi/Manuel Musilli (Saatchi & Saatchi)
Art Director: David Denni (Saatchi & Saatchi)
Art Director: Massimo Guerci (Saatchi & Saatchi)
Copywriter/Community Manager: Leonardo Cotti (Saatchi & Saatchi)
Digital Planner: Laura Fratini (Saatchi & Saatchi)
Digital Planner/Social Media Strategist: Philip Mattei (Saatchi & Saatchi)
Project Manager: Silvio Coco (Saatchi & Saatchi)
Developer: Dario Cataldi/Simone Roca (Saatchi & Saatchi)
Web Designer: David Denni/Ilaria Agresta/Alessandro Suraci (Saatchi & Saatchi)
Group Account Director: Francesca D'Anselmo (Saatchi & Saatchi)
Media placement: Web - Facebook Fan Page - 7 November 2011
Media placement: Web - Facebook Ads - 7 November 2011
Media placement: Print - Vanity Fairy - 24 November 2011
Media placement: TV - RAI - MEDIASET - LA7 - Fox Network - 21 January 2012
Media placement: Web - Msn.it - 7 November 2012
Media placement: Web - Www.fairypiatti.it - 21 January 2012
Describe the objective of the promotion.
Our aim was to distinguish the new Fairy Platinum from other detergents on the Italian market, win the heart of consumers and maintain its sales growth. So instead of talking only about product performance, we wanted to create a connection between Fairy and good tasty food, as expressed in the communication idea: 'Fairy loves good food like you do because is the best in removing grease from your dishes'.
Describe how the promotion developed from concept to implementation.
We leveraged on strong local insights: the pride and attachment to regional culinary tradition. It's well-known that cooking is one of the most heartfelt topics for Italians: they all agree their food is the best in the world. But which is the best Italian recipe? To find out we created The Best Italian Recipe: the first Italian regional recipe championship. We launched the operation through the Fairy Facebook page we created and used other media to drive people online to join the competition. Eventually, the best contenders faced each other in a cooking talent show broadcast on TV.
Explain why the method of promotion was most relevant to the product or service.
Shifting the Fairy equity from 'best in degreasing your dishes' to 'Fairy loves great food like you do because it's the best in removing grease from your dishes' turned out to be a winning choice. Positioning the product as the best ally when it comes to cooking and eating great food allowed us to attract a large amount of consumers. We built a very strong connection with them, starting a conversation on one of the topics they love the most and at the same time we brought them to discover the product and its main features.
Describe the success of the promotion with both client and consumer including some quantifiable results.
So far the page made more than 60,000 fan and counting. With more than 7m people reached daily and millions of post views. Users sent hundreds of recipes to participate in the contest and voted thousands of times. The Facebook page reached a P&G best in class average rating of 0.5%
These numbers led to some impressive business results, a 17% sales growth that has positioned Fairy as the P&G brand with the fastest growth and the 2nd player on the ADW detergent market in Italy.