Proved that gaming and value-exchange could drive engagement for low-interest FMCG — years before it became mainstream — and persuaded a skeptical brand team to take the leap.
Key Results
3.68M unique visitors
reached via the Consumer Journey takeover
254K players
78% Completion Rate
12.36%
CTR
Bold 2in1 had lost ground to Surf, dismissed by shoppers as “too expensive for the benefit.” With limited budgets and a category still dominated by TV, I argued for a bold shift: place Bold inside consumers’ digital lives, where value was sought every day — in recipes, deals, and, controversially, casual gaming.
In 2013, gaming among adults was ridiculed as frivolous, yet data showed it was already mainstream. Through rigorous, insight-driven persuasion, I convinced a skeptical brand team to take the leap. The result was a free Zynga partnership that delivered the Bold Matching Pair mini-game, played by over a quarter of a million consumers, alongside high-impact recipe and deal integrations that reached millions more.
The activation proved that even detergent could engage consumers in unexpected ways. More importantly, it was an early proof of digital foresight and client influence: reframing perceptions, negotiating added value, and pioneering a channel that would soon become mainstream.
So What?
Bold 2in1 wasn’t the largest budget or the flashiest campaign — but it was a turning point. In 2013, most FMCG marketers dismissed casual gaming as irrelevant or frivolous. By grounding my recommendation in consumer data and value-exchange logic, I persuaded a cautious brand team to embrace mobile gaming and negotiated a free Zynga build that made it possible.
The result was more than strong engagement metrics: it showed that even detergent could become part of consumers’ digital lives when the strategy was insight-driven and the execution imaginative. It also demonstrated my ability to spot cultural shifts early, influence hesitant stakeholders, and extract maximum value from partnerships.
This was less about detergent and more about proving that bold digital ideas could work in categories where no one expected them to — a lesson that paved the way for larger, more integrated FMCG digital ecosystems in the years to follow.