In order to boost Persil's brand awareness, we decided to use the help of our furry animal friends. We also provided shelter cats fresh bedding across the country. By simply entering the barcode on our website, consumers donated one bottle per bottle they purchased. We got over 2.3 million views and a lot of happy pets.

direct mail

We decided to send samples of Persil ProClean directly to cats and cat influencers across the country. 

Social

We also created a contest on Facebook where users could enter their own cat to become the Persil Spokescat. Using a separate landing page, users could upload a picture of their pet, place a digital bowtie and post it on their feed. The winner would get nine lifetimes' worth of Persil ProClean. 

We even had cat and dog influencers get involved in the cause.

neko atsume collaboration

In collaboration with the popular cat game Neko Atsume, players could purchase a laundry hamper that would lure the Purrfessional to your yard. After visiting, he would leave you a bottle of Persil ProClean as a memento.