Turning Laundry Habits Into World Cup Campaign Fuel
How a leading laundry brand increased brand favorability by 14% with deep audience insights
Custom Research Attitudes & Usage Case Study
The Challenge
The Acme Fabric Care brand identified a growth opportunity with consumers who sort their laundry by color. While the brand possessed demographic and brand data, they lacked deep, nuanced insights into the specific laundry habits, decision drivers, and emotional triggers of these meticulous “color-sorters.” Acme Fabric care wanted to enhance their understanding of this audience to inform a targeted campaign, but wanted to make sure the research built upon their knowledge of laundry consumer to provide deeper insights and fresh recommendations.
The Approach
The brand partnered with the Collage Group Custom Solutions team to design a targeted Attitudes & Usage (A&U) study. This custom study built upon Collage’s breadth of consumer intelligence to deep-dive into the laundry rituals, drivers of choice, and unmet needs of color-sorters within the laundry category. Once the custom research concluded, the proprietary dataset was seamlessly uploaded directly onto the Collage platform. This integration allowed the client to instantly cross-reference their custom “color-sorter” segment against Collage’s extensive syndicated cultural data, unlocking a robust profile of the audience’s cultural traits, values, and interests.
The Insight
By merging their custom A&U data with Collage’s syndicated insights, the brand discovered a powerful cultural overlap: color-sorters are passionate Soccer fans, viewing the preservation of their team’s vibrant jersey colors as a badge of pride. The brand leveraged these insights to launch a highly successful World Cup campaign centered on “Defending Your Colors.”
The Impact
+14% in brand favorability
The campaign directly tied the meticulous care of washing jerseys to the fierce loyalty of supporting a national team. As a result, the brand saw a 14% lift in brand favorability among the target segment and a measurable spike in household penetration during the tournament.
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