WIN Detergent was founded in 2005 and quickly gained notoriety with the science behind the product. Three years later WIN was selected as the official sports detergent of the 2008 Summer Olympics. Now, WIN is the largest sports detergent brand in the U.S.
The Explainify team took the complex chemistry behind WIN and turned it into a video that my ideal customer would actually want to watch. I couldn’t ask for better results! The video is driving serious click-throughs on Facebook… and drew compliments from a reporter at the Wall Street Journal.
Chief Executive Officer
The founder of WIN Detergent noticed that regular laundry detergent wasn’t removing the smells from his synthetic fabrics. So, he created WIN, a detergent specifically designed for synthetic athletic-wear.
The problem? Detergent is an established space, dominated by some of the world’s biggest brands (think Procter and Gamble, Johnson and Johnson, etc.). With such big brands cornering the market on clean clothes, most consumers aren’t looking for a new detergent. WIN needed a way to quickly and powerfully get the attention of the fitness buffs, personal trainers, and athletes who would be most likely to use WIN – and spread the word to others.
We quickly realized that WIN knew their stuff. The science behind their detergent was fascinating and compelling! However, they had no easy way to help potential customers understand just what made WIN so special – and in such an established marked, it was easy for WIN to come across as a gimmick or an over-priced alternative.
So we collaborated with them to create a two-minute video explaining the science behind WIN, and two shorter videos for use as targeted Facebook ads, to make it easy for viewers to grasp on a chemical level why WIN really is better for athletic wear.
Prior to running our videos as ads, the folks at WIN ran a series of static ads on Facebook, which saw a 0.567% CTR.
Then, the client ran our two 15-second spots on Facebook… and magic happened! The CTR for our video ads jumped to 1.701% for personal trainers and 2.329% for yoga instructors.
That’s a 200% increase and a 311% increase over the static ad, respectively!