Unilever/Axe Case Study

TheCampusSocialite/AxeCaseStudy“CleanYourBalls”SocialMedia/TelevisionCampaign

TableOfContents

Introduction…………………

Client Goals/Deliverables…

Client Process………………

Step 1 (Discovery)…………

College Student Blog Network……………………..

College Student Ambassador Network……………………….…

Step 2 (Plan of Action)………...

Step 3 (Execution)……………..

Step 4 (Tracking)……………….

Step 5 (Results and Key Observations)…………………..

Contact………………………….

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Introduction

The globally esteemed Edelman Group approached Campus Socialite Media to solve a unique challenge for their longtime Fortune 150 client, “Unilever.”

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Unilever’s Axe Brand launched a large scale marketing initiative popularly known as the “Clean Your Balls” campaign that had been well-received on television and needed to be properly introduced throughout the web. CSM was tasked with taking the cleverly worded campaign (videos, pictures and written content) and soliciting user interaction across the internet.

Introduction

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1. Increasing exposure to the Dirty Balls Video Series

2. Increasing the amount of Twitter “followers” to the “@Axe” as well as their engagement

3. Increasing natural (unsolicited) brand mentions across the internet

ClientGoals/Deliverables

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Discovery

PlanOfAc6on

Execu6onTracking

Results/KeyObserva6ons

ClientProcess

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Axe was a special case. Normally CSM takes great pride in helping the brand identify: how they are talked about online, what variables are most telling of brand sentiment on the web, where the largest groups of current and potential brand fans reside on the web and, most importantly, the best strategy for engaging these groups. This discovery phase has been not only integral in creating the potential for a successful campaign, but the information gathered by CSM has often been used to define best practices internally for the clients going forward.

In this particular case, Axe had up-to-date research identifying their web demographic and tracking what was being said about them. After sharing that information with our team, we talked at length and ultimately agreed that the largest amount of current and potential Axe fans resided on blogs, lifestyle websites and portals that catered to 18-26 year-old males with interests in: sports, women, extroverted socializing and shock humor. Some clients’ fans are easier to identify than others. The client was perfect for both our “College Student Blog Network” and our “College Student Brand Ambassador Network.”

Discovery

Step1(Discovery)

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- Blogs and Websites: 40

- Monthly Page Views: 9,827,800

- Active Twitter Followers: 91,200

College Student Blog Network Statistics

All of our partners are vetted and have done quality work with us in the past.

CollegeStudentBlogNetwork

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- Number of Qualified Reps: 64

- Direct Facebook Network: 62,794

- Active Twitter Followers: 2,256

College Student Ambassador Network

We Have a Presence at 41 Colleges:

Adelphi, SUNY Albany, U of Arizona, Arizona State University, SUNY Binghamton, SUNY Buffalo, Colby, Cornell, U of Cincinnati, Delaware, SUNY Farmingdale, U of Georgia, Hartford, Hofstra, Illinois State U, Indiana, Ithaca College, U of Kansas, U of Loyola-Chicago, U of Maryland, Miami U, U of Michigan, Michigan State U, U of Minnesota, SUNY New Paltz, Northwestern U, U of Mississippi, Penn State U, U of Pittsburgh, Sam Houston State U, Siena College, Syracuse U, Troy U, U of Texas-San Antonio, U of Texas-Austin, U Illinois, U of Massachusetts, U New Hampshire, U Southern California, U of Utah, U of Wisconsin

CollegeStudentAmbassadorNetwork

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Upon receiving the client’s input, we narrowed our list of creative concepts from sixteen to eight and then discussed them with our highest volume network partner websites to determine the highest level of engagement. Within 24 hours of the meeting, we settled on the best four ideas that would generate the most activity from both our “College Student Blog Network” and “College Student Brand Ambassador Network.”

We divided our campaign into two separate sets of concepts to start with, with an option for an additional two. In this particular case we opted for a gradual rollout (3-5 partner websites a day) in order to increase user interaction and drive unique viewers to a new "Clean Your Balls" viral video each day.

PlanofAction

Step2(PlanofAction)

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Phase 1 Part 1: Axe Presents “Dirty Status Updates” (12/16/10-12/22/10) - Using the @Axe twitter account we challenged people to create a better innuendo-based tweet than ours. #1UpJWA Winners would be awarded client-provided giveaways.

Phase 1 Part 2: Axe Presents “Dirty Mad Libs” (1/6/11-1/11/11) - Blogs would give users two words to build a sentence (hence, reverse-mad Libs). Users then would tweet their work and winners would be awarded client-provided prizes.

Phase 2 Part 1: Axe Presents “Dirty Photo Captions” (1/12/10-1/19/10) - Each day chosen blogs would publish a set of innuendo-heavy pictures. Users were tasked to create the best implicit (no dirty words) captions for each image. Prizes were awarded to the best.

Phase 2 Part 2: Axe Presents “Prank Call Scavenger Hunt” (1/28/10-2/4/10)* - We professionally created prank calls and posted them around the web. Users were asked to watch the videos and answer very detailed questions.

Breakdown

Step2(PlanofAction)

*= We used two initiatives 11

Execution

Step3(Execution)

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Assets Created:

1. Provided a document including detailed instructions and implementation guidelines for partner sites (example available upon request)

2. Pre-written client-approved article describing the contest to readers as well as driving them to action steps

3. Detailed proprietary real-time tracking reports to help optimize campaign on the fly (see tracking slide)

4. Partner blog participation via tweeting their own dirty statuses to set a contest example

(12/16/10-12/21/10)

AxePresentsDirtyStatuses

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Results:

Page Views Specific to Contest: 3,780,100

Twitter Shares: 187,972

Video View Increases Ranging from 38%-63% (Average of 44%) in two weeks

(12/16/10-12/21/10)

AxePresentsDirtyStatuses

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Assets Created:

1. Detailed instructions and implementation guidelines document (example available upon request)

2. Pre-written client-approved article describing the contest to readers. Blogs also wrote their own articles to encourage contest behavior. (two separate pieces of content)


4. Systematic (internal voting) and fulfillment of prizes

(1/6/11-1/11/11)

AxePresentsDirtyMadlibs

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Results:

Page Views Specific to Contest: 1,210,043



Diggs: 187

StumbleUpons: 2300

Bit.ly Email/IM Shares: 700

Total Reach: 3,500,000 new people in a week

(1/6/11-1/11/11)

AxePresentsDirtyMadlibs

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(1/12/11-1/18/11)

AxePresentsDirtyPhotocaptions

Assets Created:

1. Provided a document including detailed instructions and implementation guidelines for partner sites (example available upon request)

2. Pre-written client-approved article describing the contest to readers as well as driving them to action steps. Blogs created their own content for photo caption hunt as well. 3. Detailed proprietary real-time tracking reports to help optimize campaign on the fly (see tracking slide)

4. Systematic (internal voting) and fulfillment of prizes

5. Provided photos for contest (screenshot)

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Results:

Page Views Specific to Contest: 44,500


Twitter Comments: 681

(1/12/11-1/18/11)

AxePresentsDirtyPhotocaptions

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Assets Created:

1. Detailed instructions and implementation guidelines document (example available upon request)

3. Pre-written client-approved article describing the contest to readers as well as driving them to action steps

4. Full game mechanics based on client’s marketing videos (screenshot)


(12/16/10-12/30/10)

ScavengerHunt

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Results:

Page Views Specific to Contest: 823,322



(12/16/10-12/22/10)

ScavengerHunt

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Using our proprietary “Viral Heat Campus Socialite Media Tracking Software” we track the following in real-time:

- Facebook (Fans, Keywords, Posts and Shares) - Twitter (Tweets, Impact, Sentiment, Unique Authors) - Blogs (Links, Distinct Domains, Traffic, Shares) - Video (View Counts, Platforms, Comments, Users) - Keywords - Positive Sentiment - Negative Sentiment - Specific User Participation - Trends - All User Comments

Tracking

Step4(Tracking)

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Step4(Tracking)

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FinalResults

Step5(ResultsandKeyObservations)

Page Views Specific To Contest: 5,857,965

Twitter Shares: 1,280,598


Diggs: 187

StumbleUpons: 2300

Bit.ly Email/IM Shares: 700

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At the end of every campaign we create a confidential document outlining suggestions for moving forward. The document outlines: future strategies, customer learning, process learning and anything else we glean from our team.

KeyObservations

Step5(ResultsandKeyObservations)

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Contact

LetTheCampusSocialiteMediaHelpYou

Drew Austin, CEO

[email protected]

www.campussocialitemedia.com

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Unilever/Axe Case Study

Education

Transcript of Unilever/Axe Case Study