Friendz has launched the campaign #ricordinaturali (“NATURAL MEMORIES”) for Vernel.
Friendz, in collaboration with Omnicom Media Group media agency, has thrown the user generated content campaign “Natural Memories” for Vernel, brand of the multinational company Henkel, which has launched in Italy the new product Suprême Perfume Pearls.
To highlight the qualities of Vernel detergent pearls, Friendz team has planned a double social activation campaign through Facebook and Instagram: users were invited to write about their dearest memories and at the same time show with their friends the practicality of product.
Taking inspiration from the fresh flowery perfume of Vernel and its ability to evoke sweet memories, the community users shot a photo as they were smelling a piece of clothing on which the pearls appeared. Together with the photo, they shared their best memories and added the hashtags #VernelPerfumePearls #Vernelperfumemoments, together with the tag of the Facebook page @donnad.
On Instagram, our Friendz have registered a boomerang in which they threw Vernel pearls in the washing machine to show their easy and practical use in the daily washing routine.
The community has reacted immediately to the call to action and liked the concept so much that they shared in our group the funny moments of their photoshoot backstage and wrote us that we made them remember their best childhood memories.
The whole activity involved 1200 users, who generated 2800 contents, more than 65700 interactions, with a global reach amount of 2.157.685.
