Approach
We set out to find the "careful and conscious washer" and found the target audience at fashion stores and specifically at Vero Moda. With 72 stores across the Netherlands, Vero Moda is the perfect sampling channel for this campaign. We asked employees at Vero Moda to place a counter stand and give their customers a free sample and flyer. On the flyer was a call to participate in a short survey. In the process, each respondent had a chance to win a VVV gift card.