Teaming up with Dawn O’Porter to break taboos and help beat an annual sales target in just ten weeks.
Andrex had a challenge for us: how to use content innovation to drive product trial in a low-interest category with a conversation topic that no-one wants to talk about.
So we faced it head-on and teamed up with the fearless Dawn O’Porter to break taboos and persuade people to open up about what happens in the bathroom.
Yes, it was awkward. Yes, people needed to be cajoled to talk. But, by challenging perceptions, we created interest and engagement and persuaded over a third of the people who were approached to go out and try Andrex Washlets.
In doing so, we helped Washlets exceed their annual sales target in just ten weeks.