Persil / The Wardrobe Refresh Hotline
The feeling of having a closet full of clothes but nothing to wear is all too familiar.
That’s where Persil, the laundry detergent that keeps clothes looking new, comes to the rescue with The Wardrobe Refresh Hotline.
The first ever 24-hour (yes, for real) TikTok Live support line hosted by fashion designer and proud outfit repeater, Christian Siriano.
Viewers could call 1855-Wardrobe at any time of the day for a personal one-on-one consultation with the Project Runway mentor himself, getting expert tips on how to refresh and restyle their existing clothes in their wardrobes.
Beyond refreshing wardrobes, for 24 hours, the hotline got its own makeover too, featuring entertaining segments with ‘Christian Siriano doppelgängers™’ while Christian took bathroom breaks.
It set a record for the longest branded livestream ever on TikTok.
And went from having less than 500 followers to 19.1K, over taking Tide to be the #1 Laundry Detergent Brand on TikTok.
ACD (Copy): Reid Massimore
ECD: Rica Eckersley
CCO: Amy Ferguson
Production: Daydream