Persil's first, one night only launderette rave with the legendary popstar Craig David. Huge well done to the team for spinning up this idea...
When I joined Golin close to two months ago, right away I was fortunate enough to be given the privilege of leading on a campaign for Unilever’s #PersilWonderWash product. The first from the brand to perform 15 minute fast wash cycles. Guided by the trending social insight around how many young people have side hustles outside of the traditional working hours, we commissioned research that explored this theme and paired this with one of the funnest ideas I’ve got to work on. A rave in a launderette. Creating a one-night only event in Hackney, we partnered with the legendary Craig David to put on an intimate 15-minute set - the same length of time as a Wonder Wash cycle - and created a turn up for the ages. Over 100 lucky consumers came down and enjoyed a crazy night, getting to wash their clothes while Craig was doing his thing on the decks. With over 160 pieces of coverage that include Metro, The Sun, Daily Mirror, and the Daily Star, as well as tonnes of positive sentiment amongst influencers and consumers, it’s fair to say it went down pretty well. Huge shout out to the Golin team of Kate Kyratsous, Ose Ojigbede, Hollie Hodges, and Isabella Edmonstone who worked tirelessly to turn this one around in time. As well as our dream clients Jenna Watt and Emily Vivian.