In countries including India, Indonesia, and Vietnam, millions of women are making the move from hand to machine washing for the first time. Unilever brand, Surf Excel (Persil in the UK, Omo everywhere else) wants to help them through this tricky transition, and establish itself as the de facto authority on all things machine wash.
Approved By Moms was a broad-ranging campaign which engaged with the brand's enthusiastic online community, and gave an authoritative voice to those markets' real washing machine experts: mums (or 'moms' as they would have it).
Working closely with the client in India, we developed a tone very different to what would work in the UK. But with videos gaining up to 1.3 million hits, the campaign has proved highly effective.
Client: Unilver | Agency: OgilvyOne | Copywriter: Darren Kisner | Art Director: Matt Shönborn