Test Homecare Ad Campaign Delivers Higher Than Expected Results
Test Homecare launched a digital advertising campaign where the company’s ambassador together with the brand’s “cleanliness agents” enter a battle against stains. A dnaunion subsidiary, ADONE shouldered the media planning of the campaign.
Speaking about the choices Test Homecare made for the campaign the company’s brand manager Kaveh Namvar says, “Nowadays, more than watching TV, the public spend time on their smartphones. Moreover, when on their phone, people spend more time on social media than anything else. Instagram in Iran is more popular than any other social media and that’s why Test decided to use it as its main platform for introducing the brand’s many products. The bran’s ads are also launched through social media.”
He explains, “Due to its fewer limitations and the opportunities it provides we set about to make the best use of Instagram by producing rich, useful and reliable content.”
The company decided that the campaign would be in the form of a series in four episodes with each episode introducing one of Test’s products. Test ad series started off with a teaser ad that was designed to engage the viewers’ curiosity.
The series as a whole had a teaser ad and the episodes each had a teaser ad of their own. The teaser ads were posted as a forerunner indicating that the main episode is shortly due. These videos were shared by Instagram influencers.
Namvar added that the campaign, which kick-started in mid-January and ran for nearly two months, was primarily designed for online platforms, but the company decided to expand the project to offline media as well. Therefore, he said, certain frames from the series were chosen to go on outdoor media together with the brand slogan which was “Discover the Pleasant Fragrance of Cleanliness”.
The series also appeared prior to featured films in cinemas, but the outbreak of the novel coronavirus hampered this part of the project since movie theatres were shut down.
The ads show a house with different kinds of stains all over the place. These include ketchup, tomato paste, pomegranate, saffron, and dirt stains which are typically very difficult to remove. The landlady, whose role is played by an Iranian celebrity, seeks help from Test cleanliness agents who are at the door in no time to help battle each type of stain with a detergent made specifically to deal with it.
One episode features them using washing machine powder and liquid detergents to remove stains on clothes, another shows them doing away with stains on dishes and so on and so forth until the house is clean as can be. “Test detergents prove to be just the products a household needs for a clean and sparkling home,” Namvar says adding that each episode was widely viewed.
“Every time we asked the viewers for their contribution, they were present to offer it. At times during the project we needed the viewers to participate in the campaign by sending us pictures or comments or vote on something and every time their participation was beyond our expectations. Fortunately, we did not receive one negative comment throughout the period the campaign was running,” he noted.
This is while Instagram is an interactive space and companies cannot thwart the inflow of negative messages. The company’s Key Performance Indicator (KPI) was also satisfactory and higher than anticipated. “You ask me why? The right content was produced for the right platform,” he concludes.
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