From Fabric Care to AI-Powered Reimagination
Persil wanted to take its Fabric Care conversation one step further: not just taking better care of the clothes we already own, but finding new reasons to keep wearing them.
The journey started with Persil Fabric, introducing Persil’s Fabric Care line through digital content and influencer communication.
With Persil Fashion, we took that idea further — bringing together fashion, creativity, participation, and AI to give old clothes another chance at being worn.
At Netbina, we like looking for new ways to do things — especially when the obvious way is sitting right there, asking to be messed with a little.
So we didn't just tell people to redesign their clothes. We built an experience that could reimagine them with them.
One Campaign. Three Ways In.
Persil Fashion lived on one landing page, with three ways to participate:
Redesign It Yourself
Take an old piece, redesign it, and upload the before-and-after.
Let AI Reimagine It
Upload a photo of your clothing and let AI clean it up, style it, and reimagine the same piece in real time — showing what it could become before you even picked up a pair of scissors.
Pick Your Favorite
Explore the redesigns and vote for the ones you liked.
Three routes. One destination.
AI Wasn't Just Making Content. It Was Part of the Experience.
The innovation wasn't happening behind the scenes.
People could submit their own clothes and see those same pieces reimagined in real time.
That turned AI from a production tool into a participation mechanic — giving people a visual reason to think, maybe this old thing isn't done yet.
13 Guides to Get People Started
Redesigning a piece of clothing takes more than a click. You need an idea, some inspiration, and a reason to actually start.
So we created 13 guide videos with judges and creators from the fashion, sewing, and clothing-redesign space.
They showed people what was possible with the clothes they already had — and gave them the push to try it themselves.
The content wasn't just telling people to participate. It was helping them get there.
Finding the People Who Would Actually Care
This wasn't a campaign for everyone — and that was the point.
We focused on niche audiences interested in fashion, sewing, second-hand clothing, redesign, and creative reuse.
To reach them, we worked with 89 influencers, alongside 80 promotional pages and 6 Telegram channels.
We used Starzone, Netbina's influencer analytics and monitoring platform, to build and refine the influencer list using performance data — looking at audience and engagement trends, recent activity, previous collaborations, and competitor partnerships.
Once the campaign was live, Starzone helped us monitor stories, track performance, and collect data for reporting.
Three Judges. Three Ways of Seeing Fashion.
We brought together:
Sana Khalesi
Founder & CEO of Komoda | Second-Hand Fashion
Ilia Habibi
Fashion Designer & Creative Tailor
Ghazaleh Pourreza
Fashion & AI Creative
Three different perspectives on what a piece of clothing can become.
Together, they selected two winners. A third winner was chosen by public vote.
Seven Days. Thirteen Creators. A Lot of Clothes.
We filmed the judges and creators over seven days, producing the guide content for the landing page and their own channels.
Then the creators took the challenge to their audiences — turning the campaign from something people could watch into something they could actually join.
One Landing Page. 23.5M+ Views.
Persil didn't have an active Instagram presence, so the landing page became the campaign's main destination.
And it worked.
28.6K+ landing-page visits
23.5M+ views
315 pieces of content
20.8K+ clicks
The 89 influencers alone generated 18.8M+ story views, 2.4M+ post views, and 85K+ post interactions.
Reimagining What Already Exists
Persil Fashion brought together an idea, an audience, and technology people could actually play with.
AI gave old clothes a new possibility.
Creators showed people how to make it happen.
And the audience decided what deserved another life.
Because sometimes, an old piece of clothing doesn't need to be replaced.
It just needs to be reimagined.