P&G’s Downy brand has a soft solution for Americans suffering from the post-Labor Day blues. This week, we’re proud to unveil our new campaign for Downy called “SoftSide,” in which hard situations and icons encountered in everyday life – such as alarm clocks, high heels and even politics – are “softened” by the Downy touch. The campaign was first covered today by Adweek.
The creative campaign was purposely launched during one of the hardest weeks of the year—the week after Labor Day—which marks the unofficial end of summer, when people go back to reality (and back to school). To soften this drastic shift, Downy aims to “Bring out the #SoftSide” of life with content that features handmade “soft sculptures” of everyday situations and “hard” icons made out of fabric softened with Downy.
The program marks our first work for Downy and P&G, and was built for a digital-first culture—social is at the core of the idea with online and offline paid media serving to amplify this sharable content. Images of the soft sculptures are being shared on Downy’s social channels and across online paid media, including a number of leading women’s sites.
In addition, offline media, including Digital Out of Home billboards in more than a dozen major cities, will further amplify the campaign. These billboards will be refreshed regularly based on the creative that proves most successful on the brand’s social channels, serving as an offline “front page” for Downy’s socially-driven “SoftSide” content.
The effort also taps lifestyle influencers who will augment the program by providing insight into what bringing out the #SoftSide of life means to them. Throughout the campaign, Downy & 360i will partner with influencers to create multimedia #SoftSide content on channels such as Instagram and Vine.