all® good

CHALLENGE: Positively engage consumers in a category they associate with a chore they’d rather avoid.

IDEA: all good — Do you dress your kids straight out of the dryer? Skip the sorting? And basically loathe every load? all® gets it. But no matter how you do laundry, with all®, it’s “all good.”

EXECUTION: We created a through-the-line campaign that celebrates families who put life before laundry. Through social media, family influencers, targeted national & retailer display ads, and retailer brand pages with custom content, we inspired families to get out there and get messy, validating parents’ laundry routines in the process, and ultimately generating 110.1MM impressions and helping the all® brand move 1MM incremental units.