آژانس تبلیغاتی بادکوبه - Badkoobeh Advertising Agency

About the brand

The Comfort brand, a branch of Unilever brand, is active as a producer of fabric softener all around the globe. Comfort was produced and launched as the first fabric softener in England, 1969. It has entered the Iranian market since 2016.

Brand challenge

Before the official entry of Comfort to the Iranian market through Unilever, this product was present in the market with the same shape and color under the name Yomosh, a Turkish product, which was trafficked illegally to Iran. Therefore, after the official entry of this product and its manufacturing inside the state under Unilever’s license, under the same international standards, it was time to introduce the brand Comfort to the targets in Persian market, in order for the Iranian audience to get familiar with it, know its benefits and rely on it. The main challenge in this campaign was to create a coherent and defined position for the Comfort brand.

Targets

Iranian housewives aged 25 to 55, having kids, a family and a house to look after which having hygienic, clean and protected clothes for their family is of their primal concern.

Communicational approaches

Regarding the communicational challenge and the products traits, focusing on scent permanency, more softness and economical nature compared to other rivals in the market was chosen as the communicational approach of the campaign. Based on this traits (the scent and smell, and its permanency) the slogan “A sweet scent that stays and stays and stays” was selected for the campaign. The bear symbol was used as the brand’s face and visual key, passing on a joyous and warm feel to the audience.

Activities

1-Content marketing in social media

Selected social media: Telegram and Instagram

Teasing activity in social networks from the beginning

Providing coherent serial content based on ideas relative to the comfort concept, reminiscing a set of keywords such as softness, subtlety, permanence and good smell. Also a nod to the products quality and power

Selection of weekly themes for posting in social networks which look like a set even from a visual point of view.

2-Programming and purchasing digital media

Advertising and promoting in popular pages of the social networks Instagram and Telegram

Banner ads in popular and most viewed sites.

3-Design and execution of website

Relying on the product’s traits. From a scientific viewpoint and the powerful nature of it, also the permanency and softness of the product, producing content on this basis for the website.