DETERGENTS CAMPAIGN: Lima Detergents
Introduction: In this case we have a campaign for social media in the cleaning sector. The fictitious Lima company, which conveys an image of freshness in its corporate image, has decided to bring its product closer to young people. It is undoubtedly an interesting target for cleaning companies. Many young people become temporarily or permanently independent for personal, study or work reasons. These young people and their roommates need references when choosing cleaning materials. That's where Detergentes Lima comes in.
Introduction: In this case we have a campaign for social media in the cleaning sector. The fictitious Lima company, which conveys an image of freshness in its corporate image, has decided to bring its product closer to young people. It is undoubtedly an interesting target for cleaning companies. Many young people become temporarily or permanently independent for personal, study or work reasons. These young people and their roommates need references when choosing cleaning materials. That's where Detergentes Lima comes in.
Strategy: The idea of Detergentes Lima is based on aesthetics and fashion. Today, society in general and young people in particular, are educated about colors. Concepts such as off-white, hue, gradient, or Pantone are widely known to the public. As frequent behaviors, young people often use filters that shed the tones of their outfits, take care of the color range of their feed or publish stories with the pantones of the year, of their city, etc.
Today, young people distinguish many more shades of colors. This is motivated by the expansion of fashion and aesthetics on social networks. They want to build very specific outfits and an out-of-the-box color tone can mess up the look. Wearing white sneakers with white socks can be a good retro idea, as long as they are the same shade of white.
This knowledge of colors has jumped from inspirational social networks like Tumblr or Pinterest to mainstream networks like Instagram. Comments that were previously attributed to designers and art directors may now be on the lips of the average instagrammer.
For these young people, we present a detergent that keeps color tones unchanged. White tones can lead to more yellowish tones, reaching beige if the appropriate products are not used.
This knowledge of colors has jumped from inspirational social networks like Tumblr or Pinterest to mainstream networks like Instagram. Comments that were previously attributed to designers and art directors may now be on the lips of the average instagrammer.
For these young people, we present a detergent that keeps color tones unchanged. White tones can lead to more yellowish tones, reaching beige if the appropriate products are not used.
The slogan on the first picture says
"THERE ARE MANY TYPES OF WHITES, DON'T LET YOUR DETERGENT CHOOSE FOR YOU"
Young people are buying detergents that are not adapted to them, but to their parents. They, however, have a deep and colorful wardrobe. They know the off-white and its uses, or the dove white and its risks. If you don't want your ability to combine outfits to change, it is essential that these colors remain unaltered.
The value that Detergentes Lima offers is practical and instant, although also aspirational. Keeping shades of white on your line is as utopian as waxing your shoes before walking into a bank to ask for a credit. It is a practical step in a journey towards self-realization: people look good in their outfits, imitate aesthetics they like, etc.
The value that Detergentes Lima offers is practical and instant, although also aspirational. Keeping shades of white on your line is as utopian as waxing your shoes before walking into a bank to ask for a credit. It is a practical step in a journey towards self-realization: people look good in their outfits, imitate aesthetics they like, etc.
We mention some types of colors that the user knows, and then we mention that the decision is his. Not from his parents, not from his landlord, etc. It's up to them and they will make it based on their aesthetic taste.
Visually, the realization is not important, since I wanted to highlight the idea and the strategic copy, beyond graphic virtues that are the competence of other professionals. Even so, the aesthetic has tried to imitate the cleanliness and neatness of the colors associated with cleaning (amber yellow, green, blue, white, etc.)
Media planning: The idea is to insert this ad on social networks. On Instagram, for example, the feed will be flooded with some of the shades from the color palette of white, accompanied by the name of the color. It will be a friendly content for the average follower, who knows this trend of taking care of the color of the feed. When looking at the set of photos, we can see a color palette of white tones.
After a series of 5 or 6 publications as a teaser, the aforementioned graphic is published. This graphic will also be inserted as a vertical story post and as a regular post in paid ad format, segmented for our audience.
After a series of 5 or 6 publications as a teaser, the aforementioned graphic is published. This graphic will also be inserted as a vertical story post and as a regular post in paid ad format, segmented for our audience.
