Ariel - I CAN because I POD
Campaign: I CAN because I POD
Brand: Ariel
Client: Procter & Gamble România
Lead Agency: GraffitiPR
Contributing Agency: Mediacom România
Public Case Summary:
Background
Ariel needed to come up with a new approach to connect with the younger target, that was not responding to traditional advertising.
Team: Laura Moisiu, Communications Director - GraffitiPR // Ileana Cocias, Former Brand Director Fabric Care SEE - Procter & Gamble Romania // Geanina Iamandi, PR Specialist - GraffitiPR // Mira Sfura, PR Consultant - GraffitiPR // Mihai Gitu, Multimedia Art Director - GraffitiPR // Calin Fodor, Graphic designer and video editor - GraffitiPR // Razvan Resmerita, Communications Director SEE - Procter & Gamble Romania // Madalina Savulescu, Senior Digital Content Consultant - GraffitiPR // Daniela Hristofor, Brand Manager Ariel & Tide - Procter & Gamble Romania // Eduard Biciusca, Junior Digital Content Specialist - GraffitiPR // Ramona Bilic, Former Media Manager Fabric Care - Procter & Gamble Romania // Elena Cazan Bulacu, Brand Director Fabric Care SEE - Procter & Gamble Romania // Ioana Deliu, Media Manager - Procter & Gamble Romania // Cristina Iancu, Group Creative Director - GraffitiPR // Roxana Diaconescu, Digital Content Consultant - GraffitiPR // Mariuca Tiron, Planning Lead for Laundry Care - Mediacom Romania.
Strategy
To trigger millennials' attention and interest, the laundry expert turns into a friendly sidekick, showing that doing laundry can be a fun thing.
Results
Our campaign not only managed to engage millennials and drive sales but also forged a new model of approaching communication that is now considered crucial for the continued success of the business.
Creative Reel
Images of Creative Work
Digital Influencer Static
Digital Influencer Static
Digital Influencer Static
Cover photo
