Downy Branded Content for Web

Winner of a 2008 MIXX award for Proctor and Gamble & Digitas, the Downy Discovering Radiance campaign crossed boundaries and was a pioneer in branded content on the web. Via Digitas, Macaela edited over 25 weekly videos for the reality show, and was the on-set post supervisor for the fashion show finale.

Discovering Radiance Finale from Macaela VanderMost on Vimeo.

Here’s the way it works: Three clothing designers were chosen by GenArt, a leader in up-and-coming art talent. Each clothing designer was assigned a scent from the Downy Radiance Collection, a new line of designer scented fabric softeners. Using the scent as inspiration, the designers would compete to create a collection of clothes inspired by their assigned scent. Here’s the twist – the process was completely interactive with the consumer.

The whole thing kicked off with an awesome party in NYC, where major celebs mingled with designers for the launch of the online reality show. Once the show launched, designers would film the entire process, from inspiration to the actual building of the garmets, and submit weekly videos that consumers would watch online.

It was a two way street – consumers could create moodboards online, answer poll questions, communicate with the dsigners on their mobiles using twitter, and best of all – follow the designers’ progress by watching weekly videos posted to the site.

In the end, the process was not only collaborative, but incredibly entertaining for the consumer! The designers came out with AMAZING designs and Downy has started the transformation into a beauty brand.

Below is a sample of a weekly video shot by the designers themselves: