Andrex wanted to triple the growth rate of Washlets in a year. This meant it needed to recruit new committed users of Andrex Washlets. Research into wet toilet paper showed that it is widely used in continental Europe, highlighting that this challenge was achievable in the UK. Research showed people associated wet toilet tissue with everyone but themselves, and most people did not initially like the cold wet sensation. Andrex decided to create an entertaining and credible campaign to get people talking about Washlets and also cut through commercial airtime.
Andrex wanted to target its product at a young, urban, professional and mainly female audience. Its aim was to get people to overcome their misconceptions and commit to trying a whole pack. This was key for Andrex as research had shown that once people had used an entire pack of Washlets, they never went back to dry traditional toilet roll alone.
Working closely with Mindshare and content development company The Outfit, Channel 4 Sales created 'The Clean Campaign': a cross between a series of mini-documentaries and adverts which blurred the lines between programming and advertising. There were six documentary-style advertorials that told the story of Dawn's mission to get the UK population using Andrex Washlets, airing on Channel 4, UKTV and 4OD.
The growth rate of Washlets was five times higher than the previous year and in twelve weeks they managed to meet the 750k estimated target penetration they had for twelve months. 57% of the first time buyers have repeated their use of Andrex Washlets and 39% of people wanted to try Andrex Washlets after watching the TV adverts.
"The turning point in this campaign was when ANDREX® & Mindshare decided to form a partnership with a media owner with the view to having both media and creative work fully integrated. From that point we stopped thinking in traditional terms & started our innovation journey" - Matt MUNIZ, head of innovation. ANDREX®