Driving Growth for Wash & Go with Football-Led Creative
The Problem
The heritage brand Wash & Go, known for its efficient 2-in-1 shampoo and conditioner, needed a relaunch. Budget was limited, but the goal was to reconnect with men aged 18-45 and bring the brand back into the mainstream.
The Idea
We took a disruptive approach to stretch the budget and maximise ROI. Recognising Wash & Go’s underdog position, we leaned into football, the sport most relevant to the target audience. Instead of chasing predictable big-club sponsorships, we connected at grassroots level, speaking directly to fans.
This began with a 14-part short comedy series starring ex-footballer Robbie Savage, shared on social media. Later phases included an April Fool’s campaign with Barnet FC, generating £165k in media coverage including Soccer AM airtime, and a partnership with football influencer channel UFF.
The Outcome
11 million organic views
15 million total campaign impressions
+29% growth in sales over 4 years
Secured new listing in Morrisons
Wash & Go returned to the mainstream, with football-driven creative providing a strong platform for continued growth.
FAQs
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How did Ideas + Outcomes relaunch Wash & Go on a limited budget?
By using football-led creative at grassroots level, stretching spend further than big-club sponsorships.
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What tactics made the campaign stand out?
A 14-part comedy series with Robbie Savage, an April Fool’s campaign with Barnet FC, and a partnership with football influencer channel UFF.
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What measurable results did the relaunch deliver?
11 million organic views, 15 million impressions, 29% sales growth over 4 years, and a new listing in Morrisons.
