Persil (Henkel) Performance Marketing — Dark Posting Strategy
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.
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.
- 01Dark Posting Strategy
10+ creative variations tested via dark posts — invisible on the main feed but visible to targeted audiences.
- 02Script-Driven UGC
Carefully written scripts ensured brand messaging landed naturally — the creator's voice, the brand's message.
- 03Everyday Moment Creators
Creators who make daily routines entertaining — laundry becomes content when the right person tells the story.
- 04Algorithm-Driven Targeting
Multiple creative lenses let the algorithm find the best audience per variant — quantity enables quality in paid social.
Dark posting lets you test 10+ creative variations without cluttering the brand feed.
The algorithm finds your audience better than you can target them.
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.
- Creator Selection
- Script Writing
- Dark Posting
- Performance Analysis
Performance Marketing · UGC Agency · TikTok Agency · Instagram Agency
+25% Reach Through TikTok
Partner
4.9 / 5.0
average of the last 12 months. Survey after consultation – online, by telephone or on site.