Breathing Station
Downy, Proter & Gamble - Building brand experience and driving sampling.
Overview:
• Project name: Downy Lavender Product Launch
• Date: Nov – Dec 2021
• Tools used: Figma
• Category: Fabric Enhancers
• Role: Strategic Planner, Communication Planner, UXDesigner
Problem definition: Given the context of COVID-19 and what consumers have been through, we had to elevate the brand purpose of Downy within digital channels to put consumers at the center of the brand experience. Downy was gearing up to launch its new lavender variant focused on relaxation.
Solution: By collaborating with Luong Ngoc Tien, a renowned mindfulness coach, we created the first and only emotional recognition and customized breathing exercise to match the product’s USP, brand experience, and consumer needs. After the mental health gift, we gave them the long-lasting scent reminiscent of the practiced breathing exercise - the sample.
Research:
• User survey // Personas: there are 3 personas based on customer tension: (1) The stressed mom, (2) The angry mom, and (3) The worried mom.
• Comparative analysis: Comfort
Design:
• User journey: How do you feel today? (Define your state of mind) >>> Breathing technique recommendations to exercise: cycle breathing, triangle breathing, square breathing >>> Join the photo contest to get sampling and win surprising prizes.
• Mood board:
Website: https://tramxoadiucangthang.kenh14.vn/
Results: Many participants spread images of their acknowledged state of mind, breath, and appreciation for the Downy brand and Downy’s new product. This is the first and foremost digital sampling mechanism to achieve both social impacts and build brand equity during a very tough time, proving creativity can still deliver commercial targets and brand building in a single campaign.