Unilever: Persil home is good hub
Helping families stay connected to nature during lockdown with Persil
In March 2020, the world shut down – and with it, so did all the messy, joyful, hands-on outdoor play that kids (and Persil) had always championed. But just because families couldn’t go outside didn’t mean their connection to nature had to end.
That’s when Persil came to us with a challenge: pivot from “Dirt Is Good” to “Home Is Good”, and give families meaningful ways to stay playful, curious and connected to the natural world – all from inside their homes.
So that’s exactly what we did.
Creating a hub of joy, learning and nature
We collaborated with National Geographic Kids (of which we’re brand custodians!) to launch a bespoke Persil-sponsored hub, packed with free, boredom-busting resources that brought nature inside.
Every activity was selected with purpose – whether it was growing plants on a windowsill or making a bug hotel to welcome future visitors. We wanted to offer content that went beyond a quick fix and created moments of longer-term engagement and emotional wellbeing.
Because of the urgent need for accessible at-home ideas, we launched the campaign in two key phases:
Phase 1 – rapid response
We worked at speed to populate an existing National Geographic Kids template with high-quality content – ready for families within days of lockdown being announced.
Phase 2 – full custom hub
Four weeks later, we launched a fully bespoke build with an improved UX. It split content into intuitive categories like Activities, Features and Games – and introduced 15 brand-new pieces of rich media including videos, quizzes and interactive elements.
Driving measurable change
180k+
kids, parents and educators reached
30
hands-on at-home activities
13
nature-themed fact files, features and videos
10
interactive games and quizzes
Supporting families when they needed it most
To support the launch, we rolled out a full media campaign across paid and organic channels – including email, social, digital display, PR and print. We also ran advertorials in National Geographic Kids magazine and collaborated with family influencers to boost reach.
The result? A national audience of 1.2 million people inspired to keep learning, exploring and connecting – even in isolation.
While the #HomeIsGood campaign has wrapped, the digital hub remains live as a valuable ongoing resource for families, teachers and kids looking for nature-based play that starts indoors but stretches far beyond.
Because at Creature & Co., we believe play should never be cancelled.
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