Case Study
dixan pulito profondo by henkel

Henkel, with over 145 years of experience, is a leader in innovation in personal care products, household cleaning, and industrial solutions. In mid-2023, they launched a new product in Italy: Dixan Pulito Profondo 4in1 Discs for washing machines, which, with its powerful new formula, provides deep cleaning, removing even the toughest stains without damaging the fibers. And not only that, but it also respects nature, thanks to its formula without microplastics and with biodegradable surfactants. 


2,000 Italian ambassadors to boost Dixan 

Henkel wanted to introduce this innovation to two target audiences: inexperienced washers between 25 and 35 years old, who have recently become independent and left their homes; and washing professionals between 35 and 55 years old who are seeking a balance between their family and personal lives. 

To help Henkel achieve its goals, we designed an influencer marketing campaign, activating 2,000 nano & micro influencers who were within the target audiences but were not yet part of Henkel’s consumer community: DonnaD. 

Each participant received a Dixan pack with 23 units and 10 samples, along with product information. The purpose was for them to create authentic and original content on social media after trying the product. 


Online and offline consumer recommendations to generate awareness 

The 2,000 Dixan ambassadors published 2,330 UGC on their social media, generating +7M online impressions. Additionally, they distributed the samples to their family and friends, explaining the main benefits of this new product. Thanks to this, over +415K personal product recommendations were made offline.  

At the end of the campaign, participants highlighted the convenience, scent, and effectiveness of Dixan Pulito Profondo 4in1 Discs. Moreover, 88% of them stated they would recommend the product to their circle, and 91% said they would purchase it after the campaign. 

“Its effectiveness is enormous, the clothes come out clean, sanitized, and perfumed. Plus, it’s very easy to use, just insert a disc into the washing machine, add the laundry, and start it. It leaves no residue, and the film the disc is made of dissolves completely. I fully recommend it.” – nano influencer 

Ultimately, Henkel managed to add 2,000 new consumers to its DonnaD Premium Club, strengthening its brand community. 

Scroll down to discover the KPIs.

Total impressions


Offline Reach


Product Referral