Cheer Print DIG IT! GET IT! by Leo Burnett Toronto

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Industry Washing powders & Detergents
Media Print, Magazine & Newspaper
Market Canada
Agency Leo Burnett Toronto
Director Radical Friends
Creative Director Heather Chambers, Lisa Greenberg
Art Director Anthony Chelvanathan, Sean Perkins, Mark Nilsen, Eugene Bak
Copywriter Steve Persico, Jennifer Smith
Account Supervisor Dan Koutoulakis
Editor Luke Lynch
Released January 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: P&G
Product/Service: CHEER
Chief Creative Officer/Creative Director: Judy John (Leo Burnett Toronto)
Creative Director: Heather Chambers/Lisa Greenberg (Leo Burnett/Toronto)
Group Creative Director/Copywriter: Kelly Zettel (Leo Burnett Toronto)
Group Creative Director/Art Director: Sam Cerullo (Leo Burnett Toronto)
Copywriter: Steve Persico/Jennifer Smith (Leo Burnett Toronto)
Art Director: Anthony Chelvanathan/Mark Nilsen/Sean Perkins/Eugene Bak (Leo Burnett Toronto)
Vp Head Of Broadcast/Executive Producer: Franca Piacente (Leo Burnett Toronto)
Director: Radical Friends
Production Company: Spy Films
Editor: Luke Lynch
The Band: Strange Talk
Director Of Creative Technologies: Felix Wardene (Leo Burnett Toronto)
Digital Producer: Jacqueline Adediji (Leo Burnett Toronto)
Evp/Managing Partner: Kim Koster (Leo Burnett Toronto)
Group Account Director: Wendy Dixon (Leo Burnett Toronto)
Account Director: Natasha Dagenais (Leo Burnett Toronto)
Account Supervisor: Dan Koutoulakis (Leo Burnett Toronto)
Svp/Planning: Brent Nelsen (Leo Burnett Toronto)
Planner: Christina Boldt (Leo Burnett Toronto)
Associate Director Of Project Management: Cimmeron Kirk (Leo Burnett Toronto)
Media placement: Online - Facebook - 1/08/11

Describe the objective of the promotion.
This is a case on how to colour people’s opinions of laundry through social media. Cheer is a brand in the detergent category, a highly competitive market led by P&G brands with over 50% market share. Cheer has been around for 50 years, but has been losing ground to the better supported, bigger brands in the market. The rescue strategy: expand the brand's user base by targeting a new generation of consumers, Millennials; at the point of market entry, and largely neglected by the rest of the brands. The objective: Create relevance for Millennials, through engagement and trial.

Describe how the promotion developed from concept to implementation.

Millennials,76 million strong,demonstrate a new standard of confidence,intelligence,power and influence that have never been spoken to by a laundry brand.They aren't interested in laundry,which in it itself demands a different approach that taps into their emotional and social needs,i.e. their need for self-expression.Millennials take any opportunity to make a statement about who they are-color and clothing being key ones.Millennials,coined as digital natives,are always on,highly connected,users of social media and drivers of the tech (r)evolution.Impressing them with a new type of interactive experience was a must have to peak interest in a category and an activity they couldn’t care less about.

Explain why the method of promotion was most relevant to the product or service.
Cheer re-launched with new packaging,new language and innovative acts,all in a digital playground.The launch centered on a young,up and coming indie band from Australia and a colorful interactive video for their hot new single ‘Climbing Walls’.Viewers simply clicked on annotations within the music video,then the colorful item they clicked was sent to them along with a Cheer sample.People could RSVP to the release of the interactive music video experience on Facebook.When the video went live,all iMedia changed to direct people to the video on the bands YouTube channel.They were then directed back to Cheer’s Facebook page to claim their prize.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the teaser period 12,274 Millennials RSVP’d to the release of the video. When the experience went live on Aug 15, engagement took off dramatically leading to 366,711 YouTube video views and a Facebook fan increase of 47,534 (826%) over the course of two weeks. Cheer's new followers praised the unique approach with 22,623 likes and comments. The brand's colorful content and news traveled all over the web with mentions on Mashable, Fast Company, Creativity Online and numerous music & fashion blogs. The giveaway of 20,000 clothing items and Cheer samples has been welcomed with enthusiasm.