Test Homecare launched a digital advertising campaign where\nthe company\u2019s ambassador together with the brand\u2019s \u201ccleanliness agents\u201d enter a\nbattle against stains. A dnaunion subsidiary, ADONE shouldered the media\nplanning of the campaign.<\/p>\n\n\n\n
Speaking about the choices Test Homecare made for the\ncampaign the company\u2019s brand manager Kaveh Namvar says, \u201cNowadays, more than\nwatching TV, the public spend time on their smartphones. Moreover, when on their\nphone, people spend more time on social media than anything else. Instagram in\nIran is more popular than any other social media and that\u2019s why Test decided to\nuse it as its main platform for introducing the brand\u2019s many products. The\nbran\u2019s ads are also launched through social media.\u201d<\/p>\n\n\n\n
He explains, \u201cDue to its fewer limitations and the\nopportunities it provides we set about to make the best use of Instagram by\nproducing rich, useful and reliable content.\u201d<\/p>\n\n\n\n
The company decided that the campaign would be in the form\nof a series in four episodes with each episode introducing one of Test\u2019s\nproducts. Test ad series started off with a teaser ad that was designed to\nengage the viewers\u2019 curiosity.<\/p>\n\n\n\n
The series as a whole had a teaser ad and the episodes each\nhad a teaser ad of their own. The teaser ads were posted as a forerunner\nindicating that the main episode is shortly due. These videos were shared by\nInstagram influencers.<\/p>\n\n\n\n
Namvar added that the campaign, which kick-started in\nmid-January and ran for nearly two months, was primarily designed for online\nplatforms, but the company decided to expand the project to offline media as\nwell. Therefore, he said, certain frames from the series were chosen to go on\noutdoor media together with the brand slogan which was \u201cDiscover the Pleasant\nFragrance of Cleanliness\u201d.<\/p>\n\n\n\n
The series also appeared prior to featured films in cinemas,\nbut the outbreak of the novel coronavirus hampered this part of the project\nsince movie theatres were shut down.<\/p>\n\n\n\n
The ads show a house with different kinds of stains all over\nthe place. These include ketchup, tomato paste, pomegranate, saffron, and dirt\nstains which are typically very difficult to remove. The landlady, whose role\nis played by an Iranian celebrity, seeks help from Test cleanliness agents who\nare at the door in no time to help battle each type of stain with a detergent\nmade specifically to deal with it.<\/p>\n\n\n\n
One episode features them using washing machine powder and\nliquid detergents to remove stains on clothes, another shows them doing away\nwith stains on dishes and so on and so forth until the house is clean as can\nbe. \u201cTest detergents prove to be just the products a household needs for a\nclean and sparkling home,\u201d Namvar says adding that each episode was widely\nviewed.<\/p>\n\n\n\n
\u201cEvery time we asked the viewers for their contribution,\nthey were present to offer it. At times during the project we needed the\nviewers to participate in the campaign by sending us pictures or comments or\nvote on something and every time their participation was beyond our expectations.\nFortunately, we did not receive one negative comment throughout the period the\ncampaign was running,\u201d he noted.<\/p>\n\n\n\n
This is while Instagram is an interactive space and\ncompanies cannot thwart the inflow of negative messages. The company\u2019s Key Performance\nIndicator (KPI) was also satisfactory and higher than anticipated. \u201cYou ask me\nwhy? The right content was produced for the right platform,\u201d he concludes.<\/p>\n","protected":false},"excerpt":{"rendered":"
Test Homecare launched a digital advertising campaign where the company\u2019s ambassador together with the brand\u2019s \u201ccleanliness agents\u201d enter a battle against stains. A dnaunion subsidiary, ADONE shouldered the media planning of the campaign.<\/p>\n","protected":false},"author":2,"featured_media":5016,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1711,4,114,3],"tags":[2489,65,2531,273,1885,2530,2529,2532,1841,2490,2017],"acf":[],"yoast_head":"\n