{"id":4453,"date":"2026-04-27T14:52:36","date_gmt":"2026-04-27T12:52:36","guid":{"rendered":"https:\/\/kc-mediagroup.pl\/?post_type=projects&#038;p=4453"},"modified":"2026-06-05T19:25:07","modified_gmt":"2026-06-05T17:25:07","slug":"cp-new-softsoap-therapy-product-launch","status":"publish","type":"projects","link":"https:\/\/kc-mediagroup.pl\/en\/projects\/cp-new-softsoap-therapy-product-launch\/","title":{"rendered":"CP: New Softsoap Therapy \u2014 Product Launch"},"content":{"rendered":"\n<section class=\"hero-subpage\">\n    <div class=\"container\">\n        <div class=\"hero-subpage__content\">\n                            <div class=\"hero-subpage__text\">\n                    <h2>CP: New Softsoap Therapy \u2014 Product Launch<\/h2>\n<p>A new product isn\u2019t an announcement. It\u2019s an event \u2014 if you know how to build one.<\/p>\n                <\/div>\n            \n                    <\/div>\n    <\/div>\n<\/section>\n\n\n<h3 class=\"wp-block-heading\">what and for whom<\/h3>\n\n\n\n<p>Colgate Palmolive entrusted K&amp;C Media Group with the full content and media management for the launch of the new Softsoap Therapy line \u2014 three variants of exfoliating liquid soap: Exfoliating &amp; Moisturizing (oat milk &amp; coconut), Exfoliating &amp; Cooling (eucalyptus &amp; sea salt) and Exfoliating &amp; Warming (honey &amp; brown sugar). The scope of the collaboration went far beyond material production \u2014 it covered the complete product communication strategy, from the first brief to the last pixel of the digital campaign.<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay controls loop muted src=\"https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/04\/Softsoap-25-03-2022-11-00-Trim.mp4\" playsinline><\/video><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">how we work<\/h3>\n\n\n\n<p>Launching a new FMCG product requires hitting multiple channels simultaneously with full precision. Our task was to build a content ecosystem that works both as an initial purchase trigger and as a long-term brand awareness tool. A key strategic element was comparative content \u2014 video materials showing Softsoap Therapy against competing products, demonstrating its advantage in a tangible and credible way. Every creative had to work both organically on social media and as fuel for performance campaigns in digital \u2014 zero waste, every piece of content designed with a specific goal in mind.<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay controls loop muted src=\"https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/04\/colgate_v3_4.12.mp4\" playsinline><\/video><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">business outcome<\/h3>\n\n\n\n<p>The campaign delivered a complete launch content ecosystem \u2014 product materials, lifestyle content and a series of comparative videos distributed across social media channels at scale. In parallel, K&amp;C Media Group ran performance campaigns in digital \u2014 precisely targeted actions that turned reach into genuine product interest and in-store traffic. Three product variants, one cohesive narrative, hundreds of consumer touchpoints. Softsoap Therapy didn\u2019t enter the market quietly \u2014 it entered with full voice and measurable impact.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"500\" src=\"https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/03\/Frame-130-2.png\" alt=\"\" class=\"wp-image-4289\" srcset=\"https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/03\/Frame-130-2.png 1920w, https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/03\/Frame-130-2-300x78.png 300w, https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/03\/Frame-130-2-1024x267.png 1024w, https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/03\/Frame-130-2-768x200.png 768w, https:\/\/kc-mediagroup.pl\/wp-content\/uploads\/2026\/03\/Frame-130-2-1536x400.png 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n","protected":false},"author":2,"featured_media":3603,"template":"","project_categories":[],"class_list":["post-4453","projects","type-projects","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/kc-mediagroup.pl\/en\/wp-json\/wp\/v2\/projects\/4453","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kc-mediagroup.pl\/en\/wp-json\/wp\/v2\/projects"}],"about":[{"href":"https:\/\/kc-mediagroup.pl\/en\/wp-json\/wp\/v2\/types\/projects"}],"author":[{"embeddable":true,"href":"https:\/\/kc-mediagroup.pl\/en\/wp-json\/wp\/v2\/users\/2"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/kc-mediagroup.pl\/en\/wp-json\/wp\/v2\/media\/3603"}],"wp:attachment":[{"href":"https:\/\/kc-mediagroup.pl\/en\/wp-json\/wp\/v2\/media?parent=4453"}],"wp:term":[{"taxonomy":"project_categories","embeddable":true,"href":"https:\/\/kc-mediagroup.pl\/en\/wp-json\/wp\/v2\/project_categories?post=4453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}