PLUSH
ADCOCK INGRAM
The Live The Plush Life, Mzansi Style
campaign was a visually arresting,
strategically sound integrated
idea built on relatable,
tongue-in-cheek content
that drove engagement and
strengthened brand salience.
PLUSH
ADCOCK INGRAM
The Live The Plush Life, Mzansi Style
campaign was a visually arresting,
strategically sound integrated
idea built on relatable,
tongue-in-cheek content
that drove engagement and
strengthened brand salience.
THE BRIEF
Drive awareness and sales of the Plush Home Care range through an impactful national promotion that stands out from competitors during spring. Incentivise purchase among both lower and higher LSM consumers by offering a promotion with broad appeal and accessible value.
INSIGHT
Plush is a proudly South African brand and our campaign needed a strong call-to-action to resonate with house proud South Africans during spring cleaning season and heritage month. It also needed to be amplifiable on
Digital with content beyond the competition pillar.
CREATIVE SOLUTION
The Live The Plush Life, Mzansi Style campaign was a visually arresting, strategically sound integrated idea built on relatable, tongue-in-cheek content that drove engagement and strengthened brand salience. It redefined the “Plush Life” as everyday ease and indulgence at home – where ultra-clean spaces meant less time cleaning and more time enjoying life.
With a playful take on the “soft life,” the campaign delivered aspirational yet accessible moments of post-clean comfort, infused with local humour and unmistakable South African flavour – supported by an incentive that allowed consumers to add even more plushness to their lives.
RESULTS
The campaign ran for two months, supported by a total media budget of R50 000 across awareness and engagement objectives. It proved to be highly engaging and cost effective with an impressive engagement rate of 8,77% and a CPE of R0,06 – outperforming Meta benchmarks. It was so successful, Adcock Ingram have requested only minor changes for Spring 2026.
Engagements
R0.06 CPE
Engagement Rate
R0.06 CPE
“Our Plush Spring campaign delivered standout results within Adcock Ingram’s Consumer Division, achieving the highest number of competition entries versus campaigns from other brands. Its success highlighted the power of strong cross-collaboration, bringing together impactful in-store execution, digital amplification and a campaign message that resonated authentically with the South African consumer.”
Ruby Ratshedana, Category Manager Homecare