Persil is a high-performance laundry detergent. It’s the leading detergent used all over Europe, but is not as well known here in the states. Our challenge was to bring brand awareness to shoppers. Our main insight was, once someone tried Persil, they were hooked - me included. We found the best way to raise awareness was to get shoppers to try it. We created the Deep Clean Challenge inviting people to try Persil. We offered shoppers free samples and in store demonstrations. And it worked. So well in fact that people genuinely raved about it on social media. We were then able to use real reviews as testimonials.