Downy is a brand name of fabric softener produced by Procter & Gamble and sold in the United States.For more than half a century, Downy has brought softness, freshness and other fabric enhancements to countless loads of laundry. It is also sold in the Philippines, Malaysia, Indonesia, Singapore, Thailand, Vietnam, South Korea, Egypt, Kenya and Latin America.

What they wanted: Our client wanted to work with influencers living in Ontario to increase their brand awareness and spread the message that Tide and Downy together keeps clothes looking newer 50% longer which helps parents get more life out of your kids’ wardrobe. This means once a child grows out of each piece, it can go to a new owner instead of the landfill.

What we did: We engaged over 96 mommy influencers living in Ontario to promote Downy. Each influencer created 2 Instagram posts where they highlighted the fact that Downy protects clothes wash after wash, so they can be worn, re-worn and handed down – not worn out and thrown out too soon. Influencers also included a call-to-action and a link in their bio to encourage their followers to try Downy as there was a $5 off coupon available for a limited time.


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