Persil (Henkel) Performance Marketing
Dark Posting Strategy
Dark posting campaign for Persil — from creator selection and script writing to performance analysis and optimization.
Qual era o problema?
Laundry detergent is the definition of a low-interest category on social media. Persil needed to generate engaging TikTok and Instagram content for a product that people use daily but never talk about. The challenge: making laundry exciting without being cringeworthy.
Como o Resolvemos
We deployed a dark posting campaign with carefully selected UGC creators. The key: creators who could make everyday moments entertaining. Script writing ensured brand messaging landed naturally. Dark posting allowed testing 10+ creative variations without cluttering Persil's main feed. Performance analysis optimized each wave of content. The insight: let the algorithm find your audience through multiple creative lenses rather than one "perfect" ad.
Dark Posting Strategy
10+ creative variations tested via dark posts — invisible on the main feed but visible to targeted audiences.
Script-Driven UGC
Carefully written scripts ensured brand messaging landed naturally — the creator's voice, the brand's message.
Everyday Moment Creators
Creators who make daily routines entertaining — laundry becomes content when the right person tells the story.
Algorithm-Driven Targeting
Multiple creative lenses let the algorithm find the best audience per variant — quantity enables quality in paid social.
Material da Campanha
Dark posting lets you test 10+ creative variations without cluttering the brand feed. The algorithm finds your audience better than you can target them.
Persil (Henkel)
Persil is Henkel's flagship laundry detergent, launched in 1907 as the world's first self-activated laundry detergent. With 115+ years of history, Persil is one of the most recognized household brands in Europe.
The name itself is synonymous with clean laundry in German-speaking markets. Today, Persil continues to innovate with sustainability-focused formulas.
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average of the last 12 months. Survey after consultation – online, by telephone or on site.