Hypo, Nigeria’s leading bleach brand determined to keep holding market share wants to make the valentine season more intimate and at the same time promote brand love and affinity by trying to break stereotypes.
Considering the fact that there are certain tasks that are perceived as abominable for men in Nigeria, the idea was to break one of these taboos through an online challenge that tasks men to wash their partner’s white underwear, and prove that taboos don’t exist when love does.
The campaign broke online with the deployment of a video made to look generic (No ties to brand)
Hypo, after a few days, was revealed as the brand behind the campaign with influencers driving the conversation.
The campaign was on the trends map more than two times throughout the duration of the campaign.
41 million Twitter Impressions