How we turned handwashing into a special ritual

How did one brand manage to transform the simple habit of washing hands into a refined and pleasant ritual? With its new Medix Perfume Collection, Mexon has offered consumers products that not only cleanse, but also pamper the senses with exquisite fragrances and gentle skin care. In this case study, you’ll find out how we created a campaign that highlights the importance of small daily rituals and how we used creative visuals to present the products in a new light. This case study will give you a detailed how-to approach to fit a product into a positive habit and sought-after brand associations.

Content:

1. About the Mexon brand.
2. What was the assignment? Key message.
3. Planning, formats, timing.
4. Targeting.
5. What results have we achieved?

1. About the brand Mexon

The Mexon brand is a leading Bulgarian manufacturer of detergents, cleaning and disinfecting preparations, as well as cosmetics. The company was founded in 1994 and to this day is among the leaders on the domestic market with the brand Medix. Mexon’s product portfolio includes more than 300 products that are developed in a state-of-the-art research laboratory. Among the well-known names on the market are products such as Medix, Alvina, Lex, Razor and Medix Professional.
The complete range of hygiene and comfort products are designed for care at home as well as at work

2. What was the assignment? The main message of the product.

Our brief from the client was to present the new Medix Perfume Collection range in the digital space. Our task included both developing a proposal for an overall concept with a focus on creatives and messaging, as well as selecting for appropriate advertising formats.

The Perfume Collection campaign aimed to put as much emphasis as possible on the products in the range and the looks focused on the fragrances, perfumes and oils that are part of their composition.

We wanted the campaign to carry the message of the series – a feeling of tenderness and attention to the skin of the hands. The idea for the slogan was born from the fact that we wash our hands repeatedly every day and they are often dried out by the ingredients in the products. Separately, we stepped on the reasoning that our daily lives are filled with “little rituals” – ones we perform out of habit and ones that make us feel better. We wanted to show our consumers that through the Medix Perfume Collection, they can make washing their hands a special ritual that requires attention as part of taking care of themselves.

3. Planning, formats, timing

All the formats we planned had similar themes, and the goal was to make the products recognizable with their creative handwriting. We relied on floral motifs, which are part of the concept presenting the products and make the perception of the product easy and pleasant for consumers. We strived to perfectly preserve the visual identity of the product provided by the client as part of the product presentation.

We presented the products in a gentle and feminine environment. We achieved this not only through the richness of the flowers in the looks, but also with a light pink tonality on which to make all the elements stand out. We added a touch of elegance and sophistication through a beautiful, golden font that is immediately noticeable as soon as it is seen. For the complementary texts we chose a light and unobtrusive font in black, again a reference to the product packaging. With the appearance of a human presence, we illustrated the main quality of Medix soaps – they are gentle on the skin of the hands and make washing them a special ritual. ✨

All elements complement each other in a perfect symbiosis with the product and the message behind it.

The campaign was planned with the following formats:

• Banners

• Storita

• Reels video

https://fb.me/1Z3vQIc1b3EvcJI

• Reels video with influencer

https://www.instagram.com/p/CoNFyyLDAlG/#advertiser

We also included influencer marketing in the marketing mix by choosing Meldi – a lifestyle micro influencer that creates content on travel, fashion and beauty. Milena Dimitrova – Meldi has built a strong community around the themes of lifestyle, travel and home. She responded to our vision of a gentle and thought-provoking partnership and created a beautiful dynamic Reel that perfectly describes the feeling that Medix Perfume Collection products bring.

• FB game

With the Facebook game, we wanted to position the series in users’ sight in an unobtrusive way with the element of surprise. This way, the products were not part of the mechanics, but were included as a surprise – they were the gift for the winners. At the end of the campaign, the game enjoyed very good engagement, with the total results we reported including over 4.3K likes on the post and over 900 comments.

4. Targeting / Audiences

The products we communicated were entirely aimed at a female audience, with our main targeting including women aged between 18 and 60. We used audiences by interests directly and indirectly related to the products, as well as Lookalike audiences. In our long-term work and partnership with Mexon, we now have an established idea of who the working audiences are for the brand. We have found that one of the most working audiences is one that targets mothers and includes interests related to motherhood and homemaking. In the campaign, we included test audiences that included consumers with interests in different fragrances, skincare products and premium ones.

Lookalike audiences also work in the brand’s favor. In the campaign, we included two main ones, which consisted of people with similar digital consumer behaviors who engaged with the brand’s Facebook and Instagram pages.

5. What did we achieve? / Results

Building on the brief from the client brief, we combined campaigns optimised for Reach and Brand Awareness to meet the objectives in the most optimal way. Thanks to the variety of formats we included in the campaign, we were able to achieve high recognition and report the following results:

• In total, we have reached 632,779 unique users across all campaigns.
• A total of 5 358 647 advertising impressions were made.
• The average frequency of displaying the ad content (frequency) was 8.47 for the entire campaign period (30 days).
• Over 5,000 content engagements, although campaigns are not optimized for engagements.
• Over 1 600 000 Video Plays of Video Content
• Visits to Medix’s Instagram account increased by 64%.
• New followers on Medix’s Instagram and Facebook accounts have organically increased by over 200 people.

Final

We introduced the Perfume Collection range in a gentle way and managed to reach the desired target audience and raise awareness among them about the new products. The message of the campaign brought consumers a sense of pleasant experience and managed to make them feel daily hand washing as a special ritual. After the successful completion of the campaign, we have an enriched base of consumers that we were able to reach and that we can continue to remarket to with content. We will continue to communicate the Perfume Collection series on our social networks in the future.