Art of Bathtime
From the Bubblehive to the Medusa, you can find instructions for cutting edge styles and more in The Art of Bathtime, which presents creative soap sud hairdo ideas that children love to create. This was just one of the ways we brought Dirt is Good (DiG) values to life, to engage mums and build their emotional affinity with the laundry detergent brand.
We began with DiG’s 8 core values – each one an emotional quality or skill that illustrates the brand’s mission to help parents prepare their children for tomorrow. Focusing on unique insights that mothers could instantly relate to in these areas, we used a variety of editorial mechanics to realise each of our ideas. Show Your Workings for instance focused on the importance of determination and celebrated the behind the scenes work (including the mess) that goes into creating, making or cooking something special – not just the before and after as is usually depicted.
Through 177 pieces of content, across 17 concepts for both their website and Facebook, our work sparked a 45% increase in the use of Always-On content in the local markets. Additionally, all the markets that used the blog content outperformed their DiG blog KPIs for ‘average page visits’ and ‘average time spent on page’, too.