Dishwasher Diaries
Originally briefed as instructional videos, we turned the assignment into an award-winning branded entertainment series with eleven episodes. A case study in the measurable power of storytelling: the post-release performance analysis showed episodes with a stronger story focus performed around 50% better than those with early product placement – while still hitting the same communication goals.
Henkel wanted instructional videos for dishwashers. Instructional videos. For dishwashers. We asked a different question: how do you turn an inherently dry topic into content people actually choose to watch – while still hitting the brand goals?
We turned the instructions into a sitcom. Maria and Dishy, a couple with a complicated relationship, solve a dishwasher problem each episode. The instructions are in there, but wrapped in humour and character. Animated, localised into twelve languages. We deliberately built the series architecture in two modes: episodes with a stronger story focus, alternating with episodes that put product and brand early and centre. All communication goals in view, and room for the story.
Eleven episodes, twelve languages, 32 markets. Over 750 million accumulated views. Average retention rate of 35% – on half the allocated media budget. Award-winning. And an insight we only gained after release, through the performance analysis: the story-focused episodes performed around 50% better than the product-heavy ones. Not a claim, a measurement: the power of story.
