Page 45 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme

Bronze Award

“Swipe EX - Literature of Mindful Cleaning”
SWIPE (HK) Limited

SWIPE Hong Kong (SWIPE) is the market leader in the category of household cleaning detergents in Hong Kong. The business
growth is stagnant without explosive up-trend in many years.

Product extension is a vital strategy adopted for SWIPE to sustain their long-term growth. Despite facing the threat of c­ annibalization
of its flagship product “藍威寶”, SWIPE realized the importance of infusing perception of SWIPE to the younger market is the key to
consolidate its leadership position for the decades to come.

Therefore, SWIPE introduced two new products called SWIPE EX Series featuring “Extra Product Strength” to capture young family
consumers in response to the changing market. The latest products offer an invisible upgrade in cleaning performance with a fresh
floral fragrance; this created a tremendous challenge in communications.

SWIPE develops a breakthrough by creating a cross-platform campaign with an emotional approach, rather than the conventional
functional approach, to increase brand equity effectively and secure a steady growth in terms of sales.

SWIPE decided to carry out an unprecedented digital and social media marketing initiatives with a through-the-line promotion
strategy:
• Idea generation – the first-and-ever literature-themed household cleaning product campaign;
• Product packaging – eight versions of packaging labels, all featuring insightful yet emotionally provoking quote regarding

cleaning;
• Top ten Hong Kong author KOLs engagement – tailor-made limited product for their fans by the contribution of their quotes

online and collaborate with the KOLs to generate enormous engagement in social media;
• The use of unconventional promotion and distribution channels such as bookstores and Hong Kong Book Fair, on top of the

tradition media placement on TV and print.

It finally extends the brand’s presence from grocery and mom-and-pop stores to online and other high traffic physical locations
and event, reaching the growing market of young families.

The successful launch of “EX Series” increase sales by 700% over previous SWIPE’s new product launch.

It also lifted the total brand sales by more than 20% without cannibalization of existing flagship products, which successfully
­consolidate its market leadership status in both existing consumer segment and the new young family market.

Comments from the Judges:
It was commended as a bold and highly innovative marketing campaign, which enabled SWIPE successfully tap the affluent young
families by launching a premium product series in the saturated cleaning detergent market.

With a thorough understanding of the target market and clear product diversification, SWIPE accurately identified a new business
arena without cannibalizing its flagship product. The use of literature for brand promotion was creative and unprecedented in town.
The author KOLs and thought-provoking literature on packaging were effectively caught the eyeballs of the target segment in the
most appealing way. Moreover, it was a wise move to adopt social media marketing to capture the hearts of young generation.

The campaign was extremely successful in the overall sales. It generated extensive marketing buzz both online and offline
not just limited in local market but also created a spillover effect to external markets across Mainland China and Taiwan. With
unconventional through-the-line marketing strategies, the campaign has restored the brand heritage and facilitated business
succession.

Parties to be Recognized for Contributing to the Success of the Programme:
1. The Commercial Press (HK) Limited
2. Enrich Publishing Limited
3. Spoon Digital Limited

43HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019