Persil (Henkel)
Dark Posting Strategy
Dark posting campaign for Persil — from creator selection and script writing to performance analysis and optimization.
Persil is Henkel's flagship laundry detergent, launched in 1907 as the world's first self-activated laundry detergent. With 115+ years of history, Persil is one of the most recognized household brands in Europe. The name itself is synonymous with clean laundry in German-speaking markets. Today, Persil continues to innovate with sustainability-focused formulas.
What Was the Problem?
Laundry detergent is the definition of a low-interest category on social media. Persil needed to generate engaging TikTok and Instagram content for a product that people use daily but never talk about. The challenge: making laundry exciting without being cringeworthy.
How We Solved It
We deployed a dark posting campaign with carefully selected UGC creators. The key: creators who could make everyday moments entertaining. Script writing ensured brand messaging landed naturally. Dark posting allowed testing 10+ creative variations without cluttering Persil's main feed. Performance analysis optimized each wave of content. The insight: let the algorithm find your audience through multiple creative lenses rather than one "perfect" ad.
Dark Posting Strategy
10+ creative variations tested via dark posts — invisible on the main feed but visible to targeted audiences.
Script-Driven UGC
Carefully written scripts ensured brand messaging landed naturally — the creator's voice, the brand's message.
Everyday Moment Creators
Creators who make daily routines entertaining — laundry becomes content when the right person tells the story.
Algorithm-Driven Targeting
Multiple creative lenses let the algorithm find the best audience per variant — quantity enables quality in paid social.
Campaign Material
Dark posting lets you test 10+ creative variations without cluttering the brand feed. The algorithm finds your audience better than you can target them.
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