The Challenge
Convincing young men that GATSBY's wipes are essential
Wet wipes have been around for years, but many aren’t aware of how GATSBY Facial and Body Wipes offer an innovative hygiene solution. They rely on cumbersome methods like showering or using towels and tissues, which are less ineffective, especially in Singapore’s relentless humidity.
Designed for active young males, these wipes help them re-energise, refresh, and clean up on the go.
How can we persuade young men to make GATSBY’s wipes their everyday go-to solution for an instant refresh and energy boost, helping them tackle their day with vitality?
Solution
Going from 0 to 100, inside and out with a single wipe
It's not just about cleanliness; it's about confidence. Our campaign visual and tagline, “Fresh Vibes With One Wipe”, encapsulates the youthful essence of achieving freshness and relief with a single wipe—demonstrating how this simple product delivers both physical and emotional benefits. Our key visual extended to OOH store displays and social media posts, helping GATSBY reach a broader audience and establishing the campaign’s presence both on-ground and online.
Targeting national servicemen, tertiary students, and active professionals, our launch carousels feature relatable scenarios for each group, showing how GATSBY Facial and Body Wipes offer a quick, efficient way to stay fresh in sticky situations—whether it’s a first date, outdoor training, or a work presentation. Using youthful and catchy language, our launch videos showcase the benefits of the wipes in an entertaining and snappy way to capture our target audience’s attention
Likewise, we took to the streets with a humorous interview to give young men a first-hand experience of fresh vibes with one wipe while capturing their genuine reactions.
By showcasing the transformative power of one wipe with wit and humour, we position GATSBY wipes as the ultimate solution for looking and feeling great anytime, anywhere. Our campaign emphasises not only the hygienic benefits of the wipes but also their convenience and the emotional boost they provide—empowering young men to present their best selves, renewed and ready for their next activity. That’s right. GATSBY Wipes are the wingmen they never knew they needed.
Result
- Overall increase in positive reviews of GATSBY’s wipes on e-commerce site
- +163.3% more engagement on GATSBY’s Instagram page compared to preceding months
- 16.4x more Likes during the campaign period
- 407,900 Views for KOL video (8x the average Views per Reel)
- 1,171 Likes for KOL video (highest likes across all Reels)