from stains to sales: how ai innovation fueled vanish's mult-platform campaign
PROBLEM :
Vanish needed a fully integrated 360° campaign, Millie 3.0, to promote their latest product range: Vanish Pinks, Vanish MBG (Money Back Guarantee), and Vanish Whites. Each product required its own unique creative assets while fitting within a structured campaign framework split into three strategic segments:
KNOW: Challenge the belief that stains can’t be removed in a quick wash and drive awareness that Vanish works effectively. THINK: Educate consumers on how Vanish tackles the toughest stains in a quick wash, fostering product consideration.
DO: Encourage conversion by reinforcing that detergent alone is rarely enough and Vanish delivers first-time results.
The campaign required a vast array of tailored assets, including:
Additionally, each creative deliverable had to be customised for Vanish’s key audience segments—Pre-Families, Young Families, and Post-Families—each with a unique messaging framework.
SOLUTION :
The campaign’s foundation started with the Key Visuals, which set the creative direction for all other assets.
I developed the three core Key Visuals for Vanish Pinks, MBG, and Whites, working closely with the client through multiple refinement rounds to ensure alignment with brand guidelines and campaign objectives. Once approved, these visuals dictated the look and feel for the entire campaign.
Vanish needed a fully integrated 360° campaign, Millie 3.0, to promote their latest product range: Vanish Pinks, Vanish MBG (Money Back Guarantee), and Vanish Whites. Each product required its own unique creative assets while fitting within a structured campaign framework split into three strategic segments:
KNOW: Challenge the belief that stains can’t be removed in a quick wash and drive awareness that Vanish works effectively. THINK: Educate consumers on how Vanish tackles the toughest stains in a quick wash, fostering product consideration.
DO: Encourage conversion by reinforcing that detergent alone is rarely enough and Vanish delivers first-time results.
The campaign required a vast array of tailored assets, including:
- Key visuals for Pinks, MBG & Whites
- 15-second YouTube ads
- 10 & 6-second Meta feed, stories, and TikTok ads
- 6-second YouTube bumper ads
- Display and banner ads
- Amazon A+ & B+ content
- E-commerce banners
- In-store POS materials
- OOH video ads
Additionally, each creative deliverable had to be customised for Vanish’s key audience segments—Pre-Families, Young Families, and Post-Families—each with a unique messaging framework.
SOLUTION :
The campaign’s foundation started with the Key Visuals, which set the creative direction for all other assets.
I developed the three core Key Visuals for Vanish Pinks, MBG, and Whites, working closely with the client through multiple refinement rounds to ensure alignment with brand guidelines and campaign objectives. Once approved, these visuals dictated the look and feel for the entire campaign.
With the visual direction locked, we moved into the video ad development phase. I created detailed storyboards for each video asset, collaborating with a copywriter to ensure the messaging was engaging and adapted to each audience segment’s needs.
Due to budget and time constraints, we couldn’t organise a full-scale shoot. Instead, I devised an innovative approach to show a stained garment transitioning to a clean, wearable piece. By sourcing high-quality stock footage of our target audiences wearing different garments, I then leveraged Generative AI tools (including Adobe Firefly & Stable Diffusion via the agencies internal AI platform Pencil) to create realistic flat-lay garments for the before-and-after visuals. This AI-driven method allowed us to maintain authenticity while meeting campaign deadlines and budgets.
Throughout the project, I played a key role in presenting and refining storyboards, leading multiple client feedback sessions to ensure every detail was meticulously aligned with campaign goals.
Due to budget and time constraints, we couldn’t organise a full-scale shoot. Instead, I devised an innovative approach to show a stained garment transitioning to a clean, wearable piece. By sourcing high-quality stock footage of our target audiences wearing different garments, I then leveraged Generative AI tools (including Adobe Firefly & Stable Diffusion via the agencies internal AI platform Pencil) to create realistic flat-lay garments for the before-and-after visuals. This AI-driven method allowed us to maintain authenticity while meeting campaign deadlines and budgets.
Throughout the project, I played a key role in presenting and refining storyboards, leading multiple client feedback sessions to ensure every detail was meticulously aligned with campaign goals.
Once approved, I oversaw the entire art direction and motion design process in the production phase, ensuring:
With the campaign well underway, I shifted focus to Out-of-Home (OOH) video storyboards and overseeing the art direction of the E-commerce/Amazon/Display Banner assets, ensuring cohesive design and execution across all platform
RESULTS :
ROLE : Design lead / Art Director
AGENCY: Inside Ideas Group LTD / OLIVER agency
- Consistent brand identity across all assets
- Adherence to copy hierarchy and key messaging
- Seamless integration of AI-enhanced visuals for efficiency and impact
With the campaign well underway, I shifted focus to Out-of-Home (OOH) video storyboards and overseeing the art direction of the E-commerce/Amazon/Display Banner assets, ensuring cohesive design and execution across all platform
RESULTS :
- The Millie 3.0 campaign was a resounding success, delivering outstanding results across multiple channels.
- AI-Powered Innovation: The use of AI-generated flat-lay visuals significantly reduced production costs and ensured the campaign met strict deadlines.
- Cross-Team Collaboration Strength: Seamless coordination across copywriters, designers, animators, and VO artists drove efficient production and high-quality execution.
- Multi-Touchpoint Engagement: A diverse range of tailored creative assets ensured high engagement across YouTube, Meta, TikTok, Amazon, and OOH placements.
ROLE : Design lead / Art Director
AGENCY: Inside Ideas Group LTD / OLIVER agency
Video ads
|
|
|
OOH
|
|
Amazon A+ & B+ examples
|
|
|
|
Banner ad examples
|
|
Website content hub
