Bold Promo, Case study BIG BOLD HUGS by Hill & Knowlton

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Industry Washing powders & Detergents
Media Promo & PR, Case study
Market United Kingdom
Agency Hill & Knowlton
Director Tony Bishop
Released September 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Brand Manager: Jared Regan (P&G)
Business Leader: Claire Candler (Hill & Knowlton)
Household PR Leader: Aimee Goldsmith (P&G)
Assistant Brand Manager: Holly Purvis (P&G)
Account Director: Kate Lupton (Hill & Knowlton)
Snr Account Executive: Aimee Wells (Hill & Knowlton)
Account Executive: Nadia Vere (Hill & Knowlton)
Account Director: Kirsteen Scoble-Morton (Blue)
Director: Tony Bishop (Grey)
Account Director: Sophie Kasriel (Proximity)
Media placement: Press release on the importance of hugs on child development - Incl. BBC Leeds, BBC Sheffield, BBC York, BBC Humberside , Seven FM, Swansea Sou - 16 March 2010
Media placement: Press release - celebrity endorsement - Incl. GMTV, LBC, Daily Mirror, Magic FM - 31 March 2010
Media placement: Celebrity interviews / press release profiling winners - Incl. Heart 106.2, Capital Radio, - 1 June 2010
Media placement: Product launch at Hotels for media - Incl. Your Home, East Anglian Daily Times (West), Belfast Telegraph, Press Assoc - 1 June 2010
Media placement: Media partnership - Now Magazine, Chat Magazine, Pick me up magazine - 29 March 2010
Media placement: Advertorials - Good Housekeeping, Womans Way, Chat Magazine - 1 April 2010

Summary of the Campaign
Laundry is a low-interest category. How do you make mums buy into a new technological innovation that is not immediately distinguishable in a crowded market?

P&G issued a multi-agency challenge to launch the re-stage of Bold 2in1 detergent with a new, innovative freshness technology to:
-Excite Bold customers with the new, improved product, driving loyalty and affinity
-Attract new Bold customers by creating a point of differentiation with the new Perfume Micro Capsule technology (PMC)

The PR agency recognised a need to move away from cold technological terminology and create an emotional connection. Mums tell us a hug from her child is a sign she’s a good mum. The new PMC technology which releases fragrance on contact was reframed as "hug release" technology.

Realising the power of a hug between mum and child, the PR agency decided to let families do the talking for them. Bold 2in1 toured Britain, collecting heart-warming testimonials from children describing what a hug from mum means to them.

-Exceeded penetration targets and delivered record share
-Generated +130 million opportunities to see
-Transformation of a rational product upgrade into an emotionally-driven, PR-led integrated campaign

The Situation
The UK sensorial market is a dynamic, crowded segment, currently driven by a few major players including Bold - all offering products appealing to an audience that seeks a more pleasing laundry experience.

Bold 2in1 had traditionally led the segment but started to experience long-term share decline. To counter this, P&G introduced superior Perfume Micro Capsule technology (PMC) - fragrance bubbles that remain on clothing after washing and burst on touch to deliver noticeable freshness. Consumer trials suggested that mums would feel the difference, but communication needed to drive relevancy, enabling mums to care enough to consider buying Bold 2in1.

The Goal
Target Audience:
-Primary Purchaser - Mums 25+ with children aged 3-13 years

Our objective was to drive penetration amongst users/non-users. Brand communication needed to find a connection that would make mums care enough to engage.

Our research conducted through focus groups highlighted a need to connect in her world and on her level, leveraging the great pride she takes in her role as family care giver. Her media consumption habits showed preference for light-hearted entertainment.

Through a big PR idea we forged a relevant, personal connection to convince her that Bold 2in1 was best for her.

The Strategy
Our campaign strategy to 'celebrate and enhance hugs' was designed to reward and acknowledge mum in her role as caregiver, building on the consumer insight that ‘a hug from her child is a sign of appreciation that she is a good mum’. The simple power of a hug provided huge potential to engage mums in a dialogue where the product’s functional benefits – softness and freshness – had a natural right to play.

But the challenge was always; how do we communicate with the right tone of voice and create a compelling call to action for mums? After all, it would feel presumptuous and patronising to tell mums how or when to hug or suggest that Bold could make hugs better.

The answer was to take a step back and let real kids provide the voice for heart-warming testimonials about how good their mums’ hugs feel.

The ‘Big Bold Hug’ began with a high-profile TV media partnership on Mother’s Day (14/3/10). Leveraging the popular TV talent show format, a travelling audition toured shopping centres nationwide inviting children to talk to camera about how a hug from mum made them feel, with the incentive of potential TV fame. Editorial and social media drove footfall and harvested its rich storytelling potential. Radio advertisements placed during hugging times (school pick-up and drop-off) drove further impact, whilst TV and press educated on hug-release technology.

Star judge of UK talent show “Britain’s Got Talent”, Amanda Holden, selected her favourite entries that were edited into two TV specials and broadcast to a 15m+ audience on 3/6/2010 during the live finals of her show. Clever media amplification in TV listings drove appointment to view and brand attribution.

Cinema foyers, online and retailer promotions drove further engagement and trial.

Documented Results
The campaign was deemed a run-away success, delivering Bold’s best ever penetration rates and reversing the brand’s long-term share decline. In the 3 months from airing, the brand achieved a 29% trial uplift amongst non-users, representing incremental penetration of 1.4m households. 428 product reviews were posted achieving an average 4.6/5 ratings. Bold exceeded share expectations to deliver a 17% increase in volume share and high repeat purchase rates.

At the heart of this integrated campaign, was a PR-developed idea that was so intuitive and heart-opening that all disciplines could enrich it to bring the new technology to life in a way that captured consumer, customer and media’s attention in spreading a feel good factor across the UK. The PR elements alone generated 131 million opportunities to see, with the roadshow element actively engaging 100,000 consumers with the product first hand to deliver 50,000 samples and collect 487 child testimonials.