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.

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In such a competitive market like 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 our target, mothers, do most of their research regarding their babies’ well-being: Online.

With over 600K followers across its online platforms, Comfort used this media to spread its message in an entertaining way.

While all brands tell mothers what their babies want, Comfort decided to let babies show mums what they truly care about: softness.

Comfort Pure created The SoftTest. A live-streaming episodic event where babies got to choose between expensive objects and soft ones. Whatever they touched, their family took home.

With such a risky and simple premise, Comfort Pure reigned online as the only softener that proved in real time to all mothers, that babies will always prefer softness.