Moms had an incredible imagination when it came to protecting their children's sensitive skin. With the help of social media, this passion grew even stronger. Live conversations in chat groups allowed moms to share their ideas and imagination in real time, leading to an even greater focus on protecting their children.But there was more to this story. As moms became more aware of the potential dangers of harmful bacteria, their creativity and imagination extended beyond just protecting their children's skin. They started to explore new ways to keep their homes and families safe from harm. Some moms came up with innovative DIY solutions, some of which became a thing.The impact of social media among mom’s community could not be underestimated. The ability to connect with other moms and share ideas in real time allowed for a rapid spread of information and innovation.So let's think outside the box and explore the possibilities. How could we creatively harness the power of mom's imagination and social media to make a positive impact on something as mundane as good bacteria (the joys) taking over bad bacteria (the worries)?

Being a mom could be tough, and the challenges that came with motherhood could often feel overwhelming. But what if we could transform those worries into something beautiful? What if we could turn the anxieties that we faced on a daily basis into a source of creativity and inspiration? What if we could use our imaginations to create something truly special?Imagine a world where moms' imaginative solutions to their problems became an adorable, oversensitive fashion collection. This collection was not only fashionable but also demonstrated softness and anti-bacterial functionality in a runway approach. The need for such a collection was real and the solution was here.Through this collection, we tapped into the emotional connection of mom by leveraging the creativity of moms everywhere. We started with a social conversation where imagination could fly and spread beyond our group. Then we created a powerful social media video featuring credible influencers (Social KOLs) that showcased the beauty and functionality of our collection. By doing this, we were able to inspire and empower other moms to tap into their creativity and find unique solutions to their own challenges. So did we - Downy.Finally, with the solution from us - Downy's Gentle Anti-bac, moms could then turn their imaginative solutions into a reality. Our product brought the runway concept to life with ease, making it the perfect addition to any mom's arsenal. Multiple follow-up product tests and reviews from mom’s social community were generated and spread out that made moms engaged and totally convinced after all.

Our journey started on social media, where we kicked off the Connected Plan with a catchy conversation. A social video with the chat group context, where moms passionately shared their concerns and bounced creative solutions off each other, had successfully sent an extremely relevant sentiment to moms, quickly drawing attention and spreading the word on social media.Then, we made their DIY solutions come to life, in both digital and physical forms, creating a buzz thanks to their uniqueness and visually disruptive nature. Kids' habits, such as chewing on collars, touching everything, and rolling around, inspired a series of adorable and unbelievable ideas from mothers, forming an unstable collection called the "Over-Sensitive Kid Fashion Collection". This was the opening act for a series of experiences from social to reality.As soon as the collection and chat group were launched on social media, they attracted the attention of the online community and sparked lively discussions among mothers. They were drawn to the overly cute design, but also curious about this homemade "mild antibacterial" solution. Many mothers recognized the essence of the controversial video - that the need is real, the solution is real - very cute, just a little cumbersome. Is there a simpler solution?Responding to the desire that had been sparked, Downy officially introduced Downy Marshmallow with support from experts and influential people from the beginning. A series of product testing and reviews were launched to create a "real effective" impression of the product, dispelling all "unbelievable paradoxes".We stretched ourselves further by truly bringing users an unprecedented brand experience. The Downy Summer Fair event combined Runway and Talkshow, not only bringing the collection "Because Mom is too sensitive" to life, but also creating a practical touchpoint with consumers, where mothers receive advice and experience the product through new and attractive interactive activities.The full-scale attack on all fronts, combined with the influence of KOLs and experts through a creative online-to-offline idea, has become a media phenomenon during the launch of this "unbelievable but real" product!

The impact of our efforts was truly remarkable. We engaged with over 4 million engagements and generated nearly 4 million views, allowing our message to reach far and wide. With almost 100,000 interactions, we saw just how much our audiences cared about what we were doing.Our efforts also resulted in a great PR ranking, which was a testament to the team's hard work and dedication. Additionally, in Q3 of 2022, Downy was ranked at the top of the SOV in the FE industry, demonstrating the effectiveness of our strategy. As a result of our efforts, we experienced a significant uplift in brand awareness, as well as multiple uplifts in brand imagery. Our team exceeded its sales target by an impressive percentage, proving the effectiveness of our approach. Overall, our impact was both broad and deep, and we are proud of the results we achieved.