Ajax: Boosting brand awareness and engaging new audiences through digital storytelling and targeted content

 Ajax is one of the most trusted home care brands in the Greek market. In terms of communication, most companies in the category focus on highlighting product effectiveness, using advertising formats that are largely traditional — both in message and media channels. As a result, brands in this space rarely harness the full potential of Social Media platforms.

Until recently, Ajax followed a similar communication approach. However, with a desire to evolve the way it connects with consumers, the brand aimed to build a fresher, friendlier, and more youthful image — while maintaining the loyalty of its existing customer base.

This shift came with a significant challenge: transitioning to a digital and creative communication model required strategic thinking, innovative creativity, and optimal use of digital promotion capabilities.

The real challenge
While aiming to strengthen its top-of-mind awareness, Ajax faced several obstacles. The most notable was that its new digital media strategy significantly deviated from the standard practices of its industry, and required a redefinition of its image in the eyes of consumers. Nevertheless, Ajax took a bold step with the communication for Ajax Sprays — and it worked.

We designed a comprehensive digital marketing and creative strategy with two main goals:

• To increase brand awareness and drive audience engagement.
  Our targets included reaching 2.5 million users (70% of the potential reach), with a minimum frequency of 4 and an engagement rate of at least 5%.
• To leverage Instagram through a creator-first approach.
  Using video-based Reels and collaborations with influencers for authentic and engaging storytelling, we brought to life the main ATL message — “More than just cleaning” — through a digital-first, creator-led campaign in which each creator represented a different persona.

The campaign was rolled out in two phases. The first featured talented creators who blended cleaning with entertainment. Under the message “Bringing more to the surface”, they showcased their skills and made cleaning fun. The second phase carried the message “Let’s go for more”, where creators demonstrated how easy cleaning becomes with Ajax — promoting home care as a pleasant experience, much like the content they produced.

In this refreshed narrative, cleaning was presented as an easy and enjoyable activity through content created by the campaign’s creators.

The Ajax Sprays campaign exceeded its targets thanks to the jointly developed strategy and its strong execution.

Results outperformed expectations: 171,000 full video plays, frequency of 7, 9% engagement rate, 883,000 video thruplays, 7,700 new followers, and over 3 million users reached — a figure 27% above our initial goal.

Key contributors to success included the strategic use of Instagram Reels, the power of storytelling, impactful visual content, and a sequel-style retargeting approach that re-engaged users who had already interacted with the campaign.

Through this digital-first, content-driven strategy, Ajax significantly increased brand awareness and engagement among young adult audiences, using its newly launched Greek Instagram page as the main campaign channel.

Ajax didn’t just launch a campaign — it reshaped its digital identity, investing in a strategy that combined creativity and effectiveness.

The campaign’s success was recognized with a Silver Social Media Award in the category Best Use of Branded Content for Creators, confirming the strength and innovation of our approach.