Gain Flings
Media Plan
Campaign:
“Trade Up to Gain Flings”
Wh0?
Gain Flings is a 3-in-1 laundry detergent pack that offers a 50% stronger scent than Gain liquid laundry detergent.
Combined with Oxi and Febreze, Gain Flings is a convenient and portable laundry solution that leaves clothes smelling fresh for up to six weeks.
Business Objective
Develop and execute a targeted media plan to increase awareness and capture a larger share of the Laundry category market for Gain Flings, particularly in top US markets. The goal is to achieve a 5% growth in market share for Gain Flings in these key regions.
Campaign Objective
Persuade current Gain Liquid users, particularly 18-34-year-old, blue-collar, Hispanic women residing in Houston and New York, to "trade up" to Gain Flings. This is achieved through a comprehensive advertising campaign encompassing broadcast, digital, social media, influencer marketing, retail activations, and out-of-home advertisements.
The campaign highlights Gain Flings' superior scent and cleanliness, boasting 50% more Gain scent than Gain liquid detergent and a crisp, fresh scent.
Media Objective
Drive awareness of Gain Flings among the target demographic through strategic placement and messaging across various media channels.
This objective aims to ensure that Gain Flings's benefits and unique selling points are effectively communicated to the target audience, ultimately leading to increased consideration and adoption of the product.
What?
I led the development of a comprehensive Media Plan alongside a team of three professionals for our esteemed client, Gain. This meticulously crafted campaign aims to amplify the brand presence and market reach of Gain's conveniently curated product, Gain Flings.
