Persil #DirtIsGood Campaign

Case Study: Persil
June 1st, 2018
Influencers
17
Posts
51
Engagements
92K
Reach
1M
About Persil: Reclaiming Childhood with Parenting Influencers

Persil is a German laundry detergent brand, manufactured and marketed by Unilever. As a leading family brand, Persil wanted to encourage parents to spend more time outdoors with their kids. Under the tagline “Dirt is Good”, Persil launched a social media campaign in multiple countries across Europe. With Klear’s global influencer platform, the Unilever’s Persil team found the most relevant micro-influencers to partner with and to promote the idea to their audience. Learn more about the campaign to see how Persil used Klear to find influencers and reach their target audience across multiple countries.

Challenge

To raise campaign awareness and drive social conversation, Persil decided to partner with family influencers in each country. The brand needed to find the best family and parenting influencers in each country, overcoming language differences, vetting influencers across multiple social platforms, and later on, measuring the campaign performance in each region.

Strategy

The Persil team used Klear to find mid-tier parenting influencers from Spain, Portugal, Greece, Finland, and France. The team vetted the lists of influencers and picked the most relevant ones according to their Klear profiles. Then influencers then posted updates of their outdoor activities with their kids accompanied by the hashtag #dirtisgood in different languages.
“Klear is the best platform to build influencer programs!”

Gladys Diaz, Unilever

Results

With Klear, the Persil team at Unilever could track campaign performance and create reports to share internally and with partners. This allowed Persil to show the success of their #dirtisgood campaign.

  • The team identified and collaborated with 17 influencers who collectively creating 51 posts
  • Generated 92,554 engagement
  • Achieved a true reach of 1,009,341

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