Unilever Persil direct mail case study

Unilever’s Persil brand harnessed growing concerns about pampered kids and child obesity to promote its cleaning power in this 2008 UK campaign.

First it used its global ‘Dirt is Good’ campaign to remind mums that playing outside and getting dirty is an essential part of growing up. It followed this up with its 'Every Child Has The Right (to be a child)' scheme, which explained to parents the importance of unstructured play.

The integrated campaign – created by Tullo Marshall Warren, UK – combined mail, vouchers and a microsite to encourage consumer participation. It harked back to more innocent times by giving kids and mums a scrapbook, plus ideas about how to fill it.

There was an impressive 8,437 unique visitors to the scrapbook microsite in the first two weeks of the campaign and good coupon redemptions.