Amopé: Launch Campaign

The Situation: Reckitt was launching its new electronic foot file and foot care brand, Amopé, and needed to make people aware of the brand and its benefits. The problem was that people didn’t truly understand the benefits of using a foot file.

The Insight: People don’t think about their feet or taking care of their feet until someone else is about to see them, they hurt, or they’re about to wear open shoes.

The Strategy / Brief: Trigger people to think about caring for their feet with Amopé by showing them how many moments their feet matter most.

The Idea: How to speak Amopé and love every step.

The Results: The videos quickly became Reckitt’s top performing digital and social content ever, receiving the most views and highest engagement rate of any Reckitt social videos. And those social results translated to sales - the product quickly sold out and was named that year’s top performing foot care product by Nielsen.

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Agency: Genuine

Role: Strategy / Account

Year: 2014