To launch Downy Gentle—a product that makes sheets impossibly soft with an indulgent scent—we tapped into millennial moms’ latest indulgence: smut. We created Downy’s Almost Scandalously Soft Stories: a series of four immersive audio stories all about that perfect kind of night. We partnered with romance novelists to write four genre-specific stories, each tailored to a different audience. And to bring them to life, we enlisted one of the smoothest sounding voices in Hollywood: Henry Golding. We entertained our target audience and organically captivated them with not just audiobooks, but 18-minute Downy ads in disguise.