Persil | The Wardrobe Refresh Hotline

As the laundry detergent that keeps clothes looking newer for longer (*vs the leading value detergent), Persil took to TikTok to show people how to refresh their style with the first-ever 24-hour live hotline on the platform. Partnering with fashion designer and self-proclaimed outfit repeater, Christian Siriano, we created The Wardrobe Refresh Hotline, a 24-Hour Live streamed Fashion support line on TikTok, proving how the right detergent can keep your clothes looking fresh. Viewers could call the hotline at all hours of the day to get a fresh new perspective on their wardrobe, receive expert advice, and learn the art of outfit repeating. This live 24-hour activation became a fast solution for people looking for fresh tips and Christian Siriano’s guidance on how to make the most of what’s currently in their closet.

Client: Persil
Agency: TBWAChiatDay New York
Media: OLV, Social & Influencer

94% higher view-through-rate than any previous Henkel TikTok benchmarks, with 45M impressions, 350,000 total views, 99,000 total comments, and a 560% increase in TikTok followers–proof that Persil is redefining ”new” for a whole new generation. 

Persil also saw a 10% lift in brand consideration in the quarter following the event.