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Dawn
Dawn: From Brand to Buy& to Brand to Buy Into

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Publicis Kaplan Thaler *Lead Agency

Rob Feakins - CCO
Hadleigh Arnst - Sr. Producer Kimberly Bartkowski - VP, Group Creative Director
Frank Bele - EVP, Group Creative Director
Elizabeth Bornstein - SVP, Group Acct. Director
Martha Girgis - Asst. Acct. Executive
Andrea Halberstadt - SVP, Strategy Director
Andy Landorf - EVP, Group Creative Director
Marjorie Porter - EVP, Brand Agency Leader
Maurice Riley - VP, Strategy Director


Starcom MediaVest Group


The Integer Group


MSL Group


Wallace Church


SUMMARY

If you're Dawn dish liquid, how do you contend with the fact dishwashing is one of the lowest interest categories imaginable and that consumers buy based on price? The solution was to leverage our deep commitment to saving wildlife, engaging consumers so deeply in our cause that they stopped thinking price and starting thinking about helping animals. Within two weeks, our immersive wildlife experience, anchored by an online documentary, garnered 2 million views, drove Facebook fan growth 30% and accelerated share growth 14%.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Social Networking Applications,Retail Experience,TV

Audience: Mothers,Women

Objectives: Market share - increase

Type: Business-to-Consumer

Classification: National

Language: English