Downy: Weaving Scent-sational Ramadan Micro Moments

Fabric enhancer brand Downy focused on using influencers in an authentic way during its Ramadan campaign in Indonesia.

Campaign details

Brand: Procter & Gamble Home Products IndonesiaAgency: Dentsu IndonesiaRegion: APAC

Strategy

Objective

With 90% users in Indonesia, the fabric enhancer category is a saturated territory which requires Downy to own its distinctive brand presence. Especially in the yearly fierce competition during Ramadan for brands from all categories to capture market attention with compelling communication. It is a challenging task to forge a deep emotional connection with the audience, positioning Downy as the trusted fabric cleaner and softener during Ramadan including finding the right influencer personas with their own authentic characters.

Target Audience

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