In today’s world, where brand purpose can be just as important as product performance, Vanish’s work with the neurodiverse community stands out as both meaningful and strategic. This case study highlights how empathy, backed by genuine customer insight, can build deeper engagement and long-term trust.
Vanish Saw What Others Missed
Most fabric care campaigns focus on stain removal and cleanliness. Vanish took a different approach. The brand explored how clothing affects self-expression, identity, and comfort, especially for people with sensory sensitivities.
Through qualitative and ethnographic research, Vanish uncovered a powerful insight:
“For many autistic individuals, clothing isn’t just functional. It’s emotional.”
Texture, fit, and familiarity can significantly impact mental well-being, yet the fashion and fabric care industries rarely acknowledge this reality.
The Qualitative Insight That Sparked Action
Working closely with autistic individuals, families, and experts, Vanish learned:
- Some fabrics or washing methods cause discomfort
- Favourite clothing items often provide emotional stability
- Losing or damaging a cherished item can lead to distress
These insights reshaped Vanish’s perspective. Fabric care was no longer just about preserving garments; it became about protecting comfort and confidence.
With no initial budget, Vanish created a short film about Ash, a teenage autistic girl and her attachment to her hoodie. The film won the Diversity in Advertising Award and earned £1 million in free media airtime across major platforms.
But the campaign didn’t stop there.
Vanish expanded its message across cinema, digital, and television. The campaign aired during prime-time slots on shows such as Gogglebox, Ant & Dec’s Saturday Night Takeaway, and Celebrity Great British Bake-Off. Autism advocate and brand ambassador Christine McGuinness helped amplify the story further on Lorraine and Sky News.
To deepen its impact, Vanish partnered with the charity Ambitious About Autism to launch an online resource hub. A campaign run through Good-Loop converted ad views into donations, raising £25,000.
Vanish also collaborated with teen creators on TikTok, who shared personal stories about their favourite clothing items, turning content into meaningful conversations.
The Impact: A Brand Reimagined
This wasn’t just a powerful campaign. It was genuine change:
- Vanish recorded its highest search volume in 10 years
- A 69% improvement in overall brand opinion
- A 15% increase in the perception that Vanish “raises awareness for autistic people”
A brand once known primarily for stain removal became a symbol of empathy, inclusion, and care.
Why This Matters
Vanish’s campaign is a powerful reminder that some of the most impactful brand ideas do not come from product benefits alone. They come from insights rooted in real human experiences.
At Unpac Research, we bring together deep cultural knowledge and innovative methodologies to deliver customized insights, strategic recommendations, and tailored research solutions. After all, when brands take the time to understand the communities they serve, the outcomes can be both meaningful and measurable.
