Persil is committed to the belief that Dirt is Good, inspiring families to embrace dirt as a fundamental symbol of childhood development. In the year of COP26, Persil wanted to use it's platform to reinforce positive behavioural change amongst parents & children to take action on climate change. As part of their commitment to make change happen, Persil launched new packs that were 100% recyclable, made with 50% recycled plastic & a new liquid formulation that includes plant-based stain removers. All they needed was a credible partner to amplify their message.
With Sky's eco-credentials, it was a no brainer to pair Persil up with Sky Nature for its first licensing partnership. Research revealed that amongst children there was a gap between intention & action to make real change, & to overcome this, our future generation needed to see children, like themselves, empowered to make a difference. The 'Changemakers' short film series, fronted by family favourite Ashley Banjo, celebrated three young changemakers showcasing a range of different causes that young people can get involved with and highlighting that everyone can play a role.
The partnership delivered real impact & engagement. It generated 89m impacts across Sky's linear channels & 9.1m across VOD, reaching 1.4m eco-conscious families using Addressable targeting via Adsmart from Sky. A brand study conducted by Sky's Insight team revealed that over a third of respondents said the Sky Nature/Persil association made them more likely to think of buying a Persil product. On the key metric of driving sustainable actions, the campaign really delivered, with 27% of parents saying that they would sign their children up to Persil's Dirt is Good Project.
Persil hit the category's #1 spot for top-of-mind awareness and improved overall brand perception, notably that Persil is inspiring others to improve the environment. An increase in interest, comprehension, and positivity all helped position Persil as the leading brand to help tackle climate change behaviour in the detergent space, by encouraging kids to get outside and embrace Dirt for Good.