ABOUT

Insight​
Germ-conscious audience are obsessed with getting the deepest clean possible, but unaware that detergent alone isn't enough to kill germs in their laundry (below 40 degrees) and, therefore, remain complacent about their daily laundry. ​

Idea​
We wanted to educate our audience about the benefits of using Dettol Laundry Sanitiser in every wash for germ-free results. But in a way that was bespoke to social, in a way that was native for consuming educational content. So, we created an influencer for the UK, out of a pile of laundry… @Fresh Out The Drum (aka Threddie Mercury).

Results
24m+ impressions (YouTube, Facebook & Instagram)
443% completed views vs expected
226% trial sign-ups vs expected
Awarded No.1 Ad by Kantar Creative Effectiveness Awards