Dial
Product Launch, 360 Digital Campaign
Reduce. Reuse. Remix Clean!
To promote Dial® Soap’s Concentrated Refills product, intended to help reduce plastic soap bottle waste by 95%, this concept took the attributes of the product itself for a spin. In order to simultaneously create awareness and educate how consumers are to use the refills, we took the “mixing” attribute of the instructions and associated it to the mixing of music. Working with musician Andrew Huang —known for creating music using random objects—the results were a fun execution that took a soap ad to places the category had never been before. It was a perfect formula.
15-Second Online Video
The primary deliverable was a OLV used for paid media on YouTube. Various social cutdowns were created to support a full paid media flight on Meta. In partnership with Andrew Huang, I had the pleasure of being responsible for this final edit.
Making Music with Soap (YouTube)
Part of the deliverables in partnership with Andrew Huang was for him to feature a Dial®-sponsored behind-the-scenes video on his YouTube channel to his 2.3 million subscribers.
Notable comments:
”Whoa great job Dial. I just watched an 8 minute
soap commercial and enjoyed it.”
“Now THIS is how you do a sponsorship.”
“This made me want this product (I swear I don’t get that feeling often).”