Persil targets digital mums with ‘mighty’ personalised stories for kids

Digital marketing industry case study library


In September 2013, Persil worked with TMW to support the launch of its new ‘Small and Mighty’ range. To support the launch of the new Persil created ‘Be Mighty’, a digital campaign featuring a series of animated and interactive online story books for children. This case study looks at how the detergent brand made smart use of its brand image and target audience to come up with a cutting edge digital campaign that delivered a lasting impact on consumers.

Brand: Persil | Sector: FMCG, Household, Electronics | Country: UK | Objective: brand awareness, consideration and purchase | Format: Social, Mobile, Video, Content

Written by award-winning author Adam Perrott and illustrated by Clare Elsom, the books could be personalised for each child, making them the hero of their very own ‘Be Mighty’ story.

Focusing on those rites of passage moments in a child’s life such as going on their first school camping trip or learning to ride a bike, the creative idea is to inspire children to grow up mighty – whatever life throws at them.

The digital campaign, which includes social media activity, online advertising and an iAd, is also supported by partnerships with Netmums, Asda and Microsoft.

The stories, were designed for tablet and optimised for desktop and mobile, and were been iframed in to the MSN platform.

The functional phase of the campaign used the Windows 8 Ads-in-Apps format whereby consumers can view the Persil ad within MSN and Xbox platforms, marking a first for any Unilever brand.


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