To help launch Downy Beads in China, we created ‘Scent By Downy’ - a device that allowed people to send good smells to each to each other via a specially designed messaging app on their smartphone.
Laundry drying outside windows in China is an iconic scene – but one that Downy played no part in before 2017. Traditional launch communications introduced the brand and category, but we needed a way to help people experience firsthand the benefit of good smells throughout the day.
38,000,000,000 messages are sent in China each day. Messaging with smartphones is the dominant form of communication – so much so that people will talk to each other via WeChat when they’re sitting at the table next to each other.
While people rely on emojis to convey emotion, smell is a much more potent way to make someone on the receiving end of your message feel good. This observation inspired ‘Scent By Downy’ – a device that allowed people to send good smells to each to each other via a specially designed messaging app on their smartphone.
One device was sold every 1.5 minutes on TMALL until our entire stock was sold out. We were acknowledged for helping people share emotions with each other: ‘Consumers have always imagined sending messages alongside scents to convey deeper emotion. Now they can.’ - TrendHunter. And the international ‘sensory’ community even took notice: ‘Can Downy make more scent devices? We want one…’ – European Sensory Network.