Wardrobe Refresh Hotline

Persil

Closet full of clothes but nothing to wear? We created The Wardrobe Refresh Hotline, the first 24 hour support line on TikTok hosted by fashion mentor Christian Siriano. Whether you’ve had a fashion emergency or needed expert advice on what to wear, Christian was on call day and night to help give a fresh perspective on your wardrobe.

Persil Laundry Detergent is uniquely formulated to keep people’s clothes looking new again and again, so we created a live hotline that helps people rediscover their wardrobe so they can rewear their clothes again and again with confidence.

For 24 hours, we even refreshed our hotline, with new style, fashion, and entertaining laundry segments happening again and again and again every half hour.

With over 45 million impressions, 350,000 LIVE viewers, 99,000 comments, and a 560% increase in TikTokfollowers, Persil answered the call of a generation that was looking for tips on how to outfit repeat like a pro, set a new record for the longest branded live streamed event on TikTok, and overtook Tide as the No. 1 detergent brand on TikTok.

Nominated for Webby Awards in Best Use of Social Media and Fashion, Beauty & Lifestyle

Credits

Agency: TBWACHIATDAY
Executive Producer: Gabriel Molton
Executive Creative Director: Johnny Mabie
Creative Director + Director: Everett Ravens
Comedy Director: Jefferson Dutton
Writer: Emily Delaney
Social Commercial Directors: Rick Darge / Hillary Smith
Production Designer: Matt Sokoler
Production Company: Daydream