Downy Wrinkle Releaser Launch Program:
“Wrinkle Free Laundry Week”
Procter & Gamble with Manning. Selvage & Lee New York
Overview
Our challenge was to launch Procter & Gamble’s new Downy Wrinkle Releaser (DWR), a spray-on product that removes wrinkles from clothes without ironing. To use DWR, you spray it on a garment from clothes without the garment with your hands, and allow it on dry-voila, the wrinkles are gone. Because this procedure is completely different from the typical ironing routine, one of our key challenges was to create a new consumer habit. Ensuring that people understood and adapted to this new habit also would be essential for the overall success of DR; stration as its foundation and a diffuse its messages. This entry focuses on our efforts to reach college students.
Research
Strong product results on casual clothes would mean that college students are a perfect target audience. College students do a large amount of laundry, but have not yet fully developed their clothing care regimen. To learn more about the college audience’s lifestyle, clothing care habits, and influencers, as well as how they pass information and about new products, we used MRI and Simmons data and worked with sister agency Media Vest Research to conduct proprietary focus group research. Participants were likely to try a new product with little or no encouragement, and thus were known as early adopters. We discovered that early adopter college students have several things in common: they are viewed as leaders; have a broad and active social network; seek information and share it with others; value personal appearance; and believe that clothes can describe who you are and give you confidence. We dubbed them “instant messengers” (IMs).
IMs change their clothes several times a day do not have time for laundry or ironing, but they “hate wrinkles” and still defer to their mothers for clothing advice. IMs are inherently skeptical and do not believe product claims unless a friend or family member tells them about it or they see it for themselves. However, once someone they trust recommends the product, the IMs will try it and share it with their friends and family. In terms of potential word of mouth and information-sharing opportunities, we learned that IMs are constantly on the Internet and check email throughout the day. For events that are important to them, IMs read their campus paper.
Downy Wrinkle Releaser Launch Program:
“Wrinkle Free Laundry Week”
Procter & Gamble with Manning. Selvage & Lee New York
Overview
Our challenge was to launch Procter & Gamble’s new Downy Wrinkle Releaser (DWR), a spray-on product that removes wrinkles from clothes without ironing. To use DWR, you spray it on a garment from clothes without the garment with your hands, and allow it on dry-voila, the wrinkles are gone. Because this procedure is completely different from the typical ironing routine, one of our key challenges was to create a new consumer habit. Ensuring that people understood and adapted to this new habit also would be essential for the overall success of DR; stration as its foundation and a diffuse its messages. This entry focuses on our efforts to reach college students.
Research
Strong product results on casual clothes would mean that college students are a perfect target audience. College students do a large amount of laundry, but have not yet fully developed their clothing care regimen. To learn more about the college audience’s lifestyle, clothing care habits, and influencers, as well as how they pass information and about new products, we used MRI and Simmons data and worked with sister agency Media Vest Research to conduct proprietary focus group research. Participants were likely to try a new product with little or no encouragement, and thus were known as early adopters. We discovered that early adopter college students have several things in common: they are viewed as leaders; have a broad and active social network; seek information and share it with others; value personal appearance; and believe that clothes can describe who you are and give you confidence. We dubbed them “instant messengers” (IMs).
IMs change their clothes several times a day do not have time for laundry or ironing, but they “hate wrinkles” and still defer to their mothers for clothing advice. IMs are inherently skeptical and do not believe product claims unless a friend or family member tells them about it or they see it for themselves. However, once someone they trust recommends the product, the IMs will try it and share it with their friends and family. In terms of potential word of mouth and information-sharing opportunities, we learned that IMs are constantly on the Internet and check email throughout the day. For events that are important to them, IMs read their campus paper.
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