This is one of the case studies presented during IAB Forum 2012 - Alexandra Zadoya from OMD Russia talking about Persil and one of the most inspiring online campaigns for the client.

1. INSIGHTS • IDEAS • RESULTS
Garden of freshness
Persil
Digital performance measurement
OMD OM Group Russia
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2. Digital campaign. To be or not to be?
Digital media became an integral part of the media mix in many categories
over the past few years, and many advertisers have already seen its
effectiveness.
Henkel Russia had a lack of its own of experience by 2011 and therefore had
many doubts.
Internet advertising:
is it just a modern
trend or is it really
effective?
What effect on
brand KPI may be
expected?
Why there is no
competitor activity
on Russian Internet?
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3. Research support
The basic client questions were:
Is Internet an appropriate medium to advertise a low involvement category
like laundry detergent?
Laundry is boring, will users be interested in social activity about detergent?
?
Agency solution:
Digital campaign
+ Research
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4. Research composition
3 types of sources and 3 types of questionnaires were combined to receive
the most reliable results on how different digital activities - display
ads, social network game and contest - are perceived by consumers and
affects brand KPIs.
Online game
players
Recruitment: Link on the game page
3500 Target audience: Game participants
interviews
Creative
Three-stage contest
participants Recruitment: Link at the contest page
online
research 450 Target audience: Contest participants
interviews
Internet users
Recruitment: From research panel
700 Target audience: W 20-40, income B+
interviews
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5. Learning #1
Detergents are welcome in Russian internet
Majority of respondents think
that it is appropriate to use the
Internet for informing about
products for washing
Game participants confirm that
a game about washing powder
is interesting.
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6. Learning #2
Persil KPIs prove Internet effectiveness
100% 97%
Brand I can trust
90% 88%
Persil promo campaign
objectives were achieved: High quality
78%
80%
Awareness, Consumer 96% 69% 96%
education, Image and Trial
70%
85% 86% Freshness for
77% 83%
60% 24 hours
67%
Attitude to brand became 77%
All panelists
better: 83% -
50%
Display Exp.
gamers, 91% - contest 40%
Gamers
participants Contest
61%
79% 68%
The more a digital 86% 72%
campaign is engages 95% 78% 86%
consumers, the better 96%
evaluation the brand gets Permanent 84% I would
innovations recommend
89%
97% Modern product | p. 6

7. Learning #3
Branded entertainment is right tool of
communication with loyal audience
Actions in the "The garden
of freshness Persil» game
Branded entertainment campaign
attracted first of all a loyal audience of the
brand Played the game 81%
Positive opinion toward brand is one of
the key drivers for participation
Read information
- 68% in the creative contest about Persil Pearls of 33%
- 37% in the game fresh aroma Vernel
Engagement works in social networks –
they not only entertained but learned Watched the rating
22%
more about the brand and/or the winners
More than 30% of gamers were able to
specify the USP of the new product Watched the Persil
commercial 18%
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8. Learning #4
«Cookbook»
Social media Survey in social
application media
Display ad support
 Research incorporated
into the game 
Perfect idea  Noticeable invitation 
Simple and easy rules  Reward with game 
points
High-quality execution 
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9. Executive summary: key learnings
1 Internet and laundry detergents are compatible
2 Persil KPIs evaluation confirms online activities
effectiveness.
3 Branded entertainment in social media is proper way to
contact with brand users and reinforce loyalty among
them
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10. Results
Client believes in Internet’s potential
Digital held a reputation as an effective media
Client plans to develop digital activities in 2012
Client will continue to use social network for Home care and
Laundry brands support
“This research project confirmed efficiency
of digital projects. Persil Freshness Pearls
by Vernel was our first large scale Internet
project in Russia. Having proof of efficiency
we plan to continue to invest in digital.”
Valentin Konurin
Henkel Russia, Laundry & Home Care
Brand Manager Persil
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11. INSIGHTS • IDEAS • RESULTS
Thank you for your attention!
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