Persil and Comfort
Persil and Comfort earned the Mumsnet Rated badge, boosting purchase consideration and fostering brand loyalty among both parents and non-parents
*Source: Purchase Behaviour Survey 2022 (n= 1,158)
“Our goal was to elevate the appeal of Persil and Comfort among parents. Mumsnet understood our vision and made the entire collaboration process seamless and effortless. We are thrilled with the outcome, and the badge adds significant value to our marketing collateral, enhancing our connection with parents.”
- Persil & Comfort (2024)
Brief in brief
Increase the appeal of Persil Non Bio Liquid Detergent and Comfort Pure Fabric Conditioner amongst parents and elevate them above other competing brands.
Opportunity
Expectant mums are looking for ways to prepare for baby’s arrival during maternity leave. Conversation about washing clothes ahead of baby’s arrival tends to come from in-the-know second time mums. First time mums don’t necessarily know they need to wash their baby’s clothes first, but they do know they need to prepare for baby’s arrival. The nesting mindset really kicks in when maternity leave starts; mums actively look for advice and to-do’s on what to prep.
Mumsnet users trust advice recommendations from the site and are more likely to purchase products with a Mumsnet Rated badge. This badge is the ultimate seal of approval from mums, awarded only to products that achieve an 80% approval rating. Winning the Mumsnet Rated badge is a significant endorsement, recognised and respected widely.
Partnership overview
Expectant mums in nesting mode was the perfect alignment for our partnership, there was a real opportunity for Persil and Comfort to own this phase in the pregnancy journey. We conducted a product test, recruiting 267 parents from our insight panel of real users to try out Persil non bio liquid detergent and Comfort Pure fabric conditioner for themselves and their children.
Key achievements
The results spoke volumes: an overwhelming 95% of testers vouched for Persil Non Bio, while 94% endorsed Comfort Pure, earning both products a Mumsnet Rated badge – the ultimate stamp of parents’ approval, combining our trusted brand with the authenticity of our mighty community of real parents.
Now, the Mumsnet Rated badge proudly adorns store shelves and features in Unilever's marketing imagery, resonating with parents and non-parents alike. It is more than just a stamp of approval; it certifies a product as loved and recommended by our vibrant community of real parents, helping drive purchase consideration and fostering brand loyalty.
Persil & Comfort Mumsnet Rated badge featured on marketing media in Sainsbury’s (2024)
