Thai detergent Breeze turned a Facebook photo album into a ‘long-term brand platform’ that reached 7.6 million users across the social network, and even drew in brands from other sectors.
As the market leader, Breeze was focused on competing against smaller challenger brands, and doing so in a way that reinforced its position as ‘the brand that sees every stain’.
So, the Unilever-owned detergent moved away from flashy social-first videos, and instead created an always-on activation using a simple and easy-to-maintain tool — a Facebook photo album pinned on the brand’s page on the platform.
Spark Foundry Publicis created The Stain-cial Platform, an album filled with images of stains that were inspired by real conversations on social media. Breeze and Spark Foundry monitored trending topics and popular posts on social media, and then used AI to generate images of stains that relate to the content, before adding them to its collection.
The album reached 7.6 million users on Meta and resulted in a CPM 12% more efficient than the Unilever Homecare benchmark.
Over time, the album even came to be seen as an archive of everyday Thai life told through stains: whether that was food spills, festival makeup smears or post-breakup messes. A video about parenting was turned into a picture of a milk stain, a viral video of a crying woman became a mascara stain, a trending recipe became a sauce stain. The AI web-crawling and image generation meant that the campaign could move fast, with 100 images produced in the first four days and 4.5 million users reached within the first seven days.
It was popular enough that other brands got involved, too, with snacks brands and inks being included as the source of more stains. Unilever said that the album was ‘turning social conversations into long-term brand equity’, adding: ‘Breeze will always be the brand that sees it first.’
