Sard

A tailored product experience to drive future purchase

We recruited a targeted market segment of 9,300 busy parents to trial Sard’s Colour Catcher laundry sheets for the very first time. By designing a tailored trial experience that provided education, fun challenges and exciting rewards, the campaign successfully generated online reviews, intent to continue purchasing Sard Colour Catcher and valuable product feedback and insights.

6.8M+
Unique Reach

6035
UGC

70%
Ongoing purchase intent


Objectives

A combined social-first Influencer and consumer strategy and the “always-on” approved, launching the Sard Colour Catcher program through a tiered Influencer strategy across 2 bursts:​

  • 3 Social Amplifiers
  • 13 Content Crew
  • 800 Network Samplers
  • 8,500 Nano Samplers

Driving product trial and advocacy led awareness through “proof on the sheet” moments. Focused on social and digital content, WOM and reviews across an Integrated partnership strategy.

 

 

 

Approach

Social Soup were tasked with helping drive mass trial, awareness and advocacy of the new Sard Colour Catcher sheets across multiple platforms.

The key to the campaign was educating targeted consumers with the right knowledge, generating a pool of authentic reviews and showcasing “proof on the sheet” through advocacy led high-quality UGC. The content generated throughout the campaign can then be repurposed by Sard.

“The Sard Colour Catcher was extremely easy to use, just popped it in the machine before my clothes and it was like nothing! So easy!!! Just started my wash like usual and let the Colour Catcher do its job! Didn’t have to worry about cross colour contamination! Just put my mind at ease. After the wash, just had to pop it out of the machine and see the results! Quite amazing to see all the loose colour that usually soaks into my clothes. So it was very impressive!”

Souper Nicole

The Results

  • The campaign has helped Sard Colour Catcher to generate strong product advocacy and awareness.
  • Exceeded the overall awareness goals, with 1.3M potential organic reach achieved and a further 5.4M paid reach for Sard.
  • Generated 6,035 pieces of UGC, including 2,450 pieces of photos and videos, 3,545 reviews and another 40 reviews to Amazon. Additionally, 3 testimonials videos were produced featuring authentic Nano experience using Sard Colour Catcher.
  • Created “proof on the sheet” and built a narrative for the Sard Colour Catcher, with consumers expecting and describing the results of the product.

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