WHO?

Vax have historically been the strongest UK brand in the ‘Wet and Wash’ category. But with Shark entering the market at the start of the year, they quickly gained traction and were stealing share of voice.

WHAT?

Supernova were tasked with building a campaign around Vax’s new carpet washing range, drawing out the emotional and rational reasons why 25-44yo audiences should consider a VAX wet product and regain SoV.

HOW?

Reviewing category tropes, social conversation and audience data, it was clear that Vax needed to turn long standing customers into vocal brand advocates - helping fuel brand recommendations to prospective customers.

We identified the top 100 wet and wash product occasions in the UK, then matched these with key prospective audience needs - rating each one for their emotional, visual and share worthy value.

We then partnered with four long standing Vax advocates to create a series of modular social assets (hook - context - stain - Vax fix - end result), allowing the brand to support over 300 unique customer journeys, ensuring our Vax Champions offered the ultimate creative impact.