Our inaugural Digital IQ Index: Home Care featured Downy’s multichannel SoftSide campaign as a Flash of Genius in digital strategy. Downy created fabric sculptures accompanied by the tag #softside and witty lines promoting its signature fabric softener. For example, images of fabric sculptures of the republican and democrat mascots are placed above the line “Let’s agree to agree. Bring out the #softside.” The campaign coincided with New York Fashion Week, and one billboard connected to the event with the line “Proudly softening fashion for the other 51 weeks of the year.”
In addition to asking Twitter and Instagram fans to share what they would like to soften with the #softside tag, Downy tapped Instagram and Vine influencers such as stop-motion videographer Meagan Cignoli and painter Laura Pritchett to create content featuring Downy. Cignoli’s fabric Rubik’s cube became one of the most popular pieces of the campaign with close to 500 shares and more than 8,000 likes on Facebook.
Downy integrated digital advertising with offline. Its Digital Out of Home billboards changed based on which posts were trending on Twitter and Facebook.
Tapping those with a social media following and timing the campaign with a major event contributed to the success of the #softside campaign. Coordinating billboards with social media posts is a perfect example of how cutting edge advertising methods can be used to improve traditional ones.
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