In such a competitive market as it is that of the fabric conditioners, Comfort Pure needed to step out of the classical advertising and own its place as the fabric softener that provides the ultimate softness for babies’ skin right where mothers do most of their research regarding their babies’ well-being: Online.

With more than 600K followers across its online platforms in the Southeast Asian region, Comfort decided that it was key to use this media to send its message across, and a highly entertaining piece of content would engage organically with its audience.

Furthermore, the key of the idea was to prove that babies will always prefer soft objects over expensive and hard ones, and in order to do it as entertaining and risky as possible, it needed to be in real time. Therefore, live streaming became the perfect solution.

Being the first time that Comfort Pure launched a campaign without their traditional testing mechanisms; this idea was literally about putting the whole reputation of the brand in the hands of babies, and fortunately, they didn’t prove us wrong. They all chose softness

Comfort Pure’ used its 600K plus followers across different online platforms in the region to launch The SoftTest.

It kicked off with 10-second teasers that got people interested in the experiment. Then we used single imagery from the objects at stake and ask the audience what their predictions were when a baby was to pick one of them.

The launch was live-stream in the Comfort Pure YouTube channel with a captivating audience of 160K (on average) throughout the different experiments. Afterwards, the clips were left in the channel for further viewing that produced the majority of impressions.

The SoftTest was first aired in Vietnam; each experiment was viewed by an average of 160K people and available in the Comfort Pure YouTube page.

After the huge success of the campaign, Unilever decided to implement the SoftTest in two bigger markets: Thailand and Indonesia. All with the same success and response from the community making it the most successful online campaign from the brand.