May 30, 2023
October 1, 2024
, written by
Pia Breh
Henkel’s Perlana "Renew" campaign increased brand awareness in Italy's top shopping malls through a 14-day digital campaign. Using high-impact digital totems in key regions, the campaign successfully boosted visibility, consumer engagement, and online traffic for the garment care brand.
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Henkel, in collaboration with OMD and FRAMEN, launched a successful digital campaign for the Perlana "Renew" line of coloured garments, specifically targeting shoppers across Italy’s top shopping malls. The campaign's goal was to boost brand awareness for Perlana and drive online traffic to discover more products in the Perlana range.
Campaign Strategy and Key Targeting Locations
The 14-day campaign ran from June 17 to July 1, strategically placed in the major shopping malls of Italy's six largest regions: Lombardy, Piedmont, Latium, Emilia-Romagna, Veneto, and Campania. These high-traffic areas provided direct access to Henkel’s key audience: families and individuals seeking reliable, high-quality garment care products. The "Renew" line of Perlana became an ideal solution for this demographic, addressing their needs with ease.
Why This Campaign Stood Out
Henkel's smart targeting allowed them to reach their audience at a key decision-making moment: while they were shopping. With nearly 300 large-format, high-impact digital totems, the Perlana campaign captured attention in some of the most popular retail hubs. This not only increased brand visibility but also boosted engagement with consumers who were actively shopping, ensuring Henkel products were top of mind during their visit.
Results of the Perlana Campaign
The campaign was a major success, maximizing Perlana's exposure and brand recognition in some of Italy’s busiest shopping environments. By showcasing their product in such a convenient setting, Henkel made it easy for consumers to integrate their Perlana purchase with other activities. The increased visibility helped Perlana build brand loyalty and positioned it as a trusted choice for garment care products.
This Henkel case study shows how the Perlana campaign successfully boosted brand awareness, improved customer engagement, and drove traffic both in-store and online. By leveraging digital advertising in high-traffic shopping malls, Henkel maximized visibility and helped Perlana become a trusted name for quality garment care across Italy.