Vanish NapiSan and the White House

[Agency: Red Agency Australia]

Challenge: Cleaning product brand Vanish NapiSan wanted its new product range, Oxi Action Crystal White, to be famous for keeping white clothes white. The brand had never explored public relations, and so it set a challenge: It wanted to undertake a bold and innovative PR campaign that took the message to a broader audience in addition to its core buyer, moms aged 30 to 50.

Actions: We decided to try and sponsor the world’s most famous white building: the White House. Just by trying to secure exclusive naming rights and erect a Vanish NapiSan billboard, there would be enough to fuel a PR and social media campaign. The strategy was to document this audacious bid, feed it into a Facebook page and use it to spark media interest. Red Agency sent company spokesperson Adam Whittaker to the U.S. and arranged meetings for him with U.S. politicians, influencers and celebrities to rally support, and we captured voxpops of him putting the idea to regular Americans. When the campaign for the White House failed, we turned it around to sponsor a white house in Australia.

Results: We received widespread coverage, with 93 percent key message penetration, in every major Australian newspaper plus more than 120 items in the U.S., including on CNBC, ABC and Fox News. Twitter reach was 500,000-plus; the Facebook site received more than 22,000 visits. Even the Australian government tweeted about it! All results were far in excess of targets. The goal to reach 500,000 Australians through media? We reached 6.5 million—plus 504 million Americans.

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