Skip Black Washing Powder Campaign

In collaboration with ELLE magazine a campaign was run to promote Skip Black washing powder. The concept was focused around every woman’s “little black number”, i.e the black dress that always works! The idea was to offer readers of ELLE magazine the opportunity to win a shopping trip to Paris, the home of fashion. In putting the promotion together, partners included the Paris Convention Bureau and various clothing retailers, whose products were also highlighted on the mobisite.

To get entrants excited about the trip, a promotional video on Paris highlights as well as a list of top ten Paris HotSpots was featured on the site. Taking SKIP out of the laundry and into the Parisian limelight, glamourised the brand and turned it into the product which loves clothes and fashion. The promotion was given additional impetus through clickable cross-references to facebook and twitter, as well as a refer a friend page for entrants to invite friends to participate, too. Winners of the trip added to the digital echo, through blogposts.