Digital Campaign – Case Study | Washing Powder – Attack

Client :   

Attack Washing Powder is a popular brand of laundry detergent known for its effectiveness in cleaning and stain removal. Produced by Kao Corporation, a leading manufacturer of consumer products based in Japan, Attack detergent has gained popularity not only in Japan but also in several other markets across Asia and beyond.

Campaign Name: “New Attack Odor Remover – Just cleaning is not enough, it must be sanitized”

Objectives:

• Introduce the new Attack Odor Remover product with a superior odor-removing and germ-killing formula
• Increase brand awareness and attract new customers
• Enhance the effectiveness of integrated communication by allocating budget to digital advertising
• Optimize the overall campaign performance through the measurement goal of incremental reach

Strategy:

• Use the “New Attack Odor Remover” TVC as the main communication asset for the campaign
• Create 2 versions of the TVC with North and South region voiceovers to personalize the message and create familiarity with consumers
• Advertise the TVC on YouTube and other video advertising platforms to increase reach
• Use Pre-Roll ads (Video Ad Network) to target the desired audience
• Optimize the campaign based on real-time data to improve performance

Implementation:

• Produce 2 versions of the “New Attack Odor Remover” TVC with North and South region voiceovers
• Place TrueView and Bumper ads on YouTube, targeting women aged 25-45 who are interested in laundry products
• Use Pre-Roll ads on video ad networks to reach the target audience
• Continuously monitor and optimize the campaign based on engagement rates, conversions, and other performance metrics

Results:

• Effectiveness of the combined campaign (Digital + TV): Increased by 13% compared to the same budget running TV ads only
• 28% of total ad viewers have 50% higher brand awareness than those who don’t watch
• The rate of “targeted” viewers on the general scale is 27%

Incremental reach: With the same budget allocated for television advertising, allocating a portion of the budget to digital advertising will help increase the overall effectiveness of the campaign. This means that the campaign will reach more potential customers and increase reach compared to using only television advertising.

The “New Attack Odor Remover” campaign has successfully introduced the new product, increased brand awareness, and expanded reach on digital platforms. Focusing on YouTube advertising and Pre-Roll ads has effectively reached the target audience. The impressive results of the campaign demonstrate the importance of allocating the budget appropriately between television and digital to optimize the effectiveness of integrated communication and increase incremental reach.