Always Promo, Case study AMERICA'S BIGGEST SLEEPOVER by Digitas Boston, Leo Burnett USA

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market United States
Agency Digitas Boston
Agency Leo Burnett USA
Director Anura Idupuganti
Art Director Carrie Schattner
Released June 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Jun 30 2009 12:00AM
Entrant Company: DIGITAS, Boston, USA
Entry URL:
Executive Vice President/Executive Director/Creative: Heath Rudduck (Digitas)
Senior Vice President/Creative: Mitch Levy (Digitas)
Vice President/Director/Creative: Jennifer Putnam (Digitas)
Associate Director/Creative: Ana Maria Romay (Digitas)
Senior Motion Media Editor: Todd Macleod (Digitas)
Senior Art Director: Marina Karassellos (Digitas)
Senior Vice President: Katie Mccue (MS&L Worldwide)
Senior Account Supervisor: Karen Kearns (MS&L Worldwide)
Vice President/Creative Director/Always: Nic Fantl (Leo Burnett)
Digital Strategist: Angus Burgess (Leo Burnett)
Vice President Global Consumer Experience Director: Lisa-Jane Holland (Starcom MediaVest Group)
Global Brand Manager: Ankur Marqah (Procter & Gamble FemCare)
Senior Art Director: Jennifer Drouin (Digitas)
Art Director: Carrie Schattner (Digitas)
Senior Vice President/Marketing: Daniel Beder (Digitas)
Associate Director Marketing: Stacey Reney (Digitas)
Vice President Group Director Account Planning: Baysie Wightman (Digitas)
Associate Director Strategy & Analysis: Leon Barsoumian (Digitas)
Digital Producer: Lisa Sulda (Digitas)
Director: Anura Idupuganti (Digitas)
: (MS&L Worldwide)
Media placement: Website - - June 30, 2009
Media placement: Social - Fan Page - Facebook - October 5, 2009
Media placement: Social - Engagement Ad - Facebook - October 10, 2009
Media placement: Email - Membership - November 6, 2009
Media placement: Viral Live Event -, YouTube, Facebook - November 7, 2009

Results and Effectiveness
* 20 MM+ targeted media and influencer impressions * Over 160,000 girls enjoyed the site experience * 1.5 hours spent on average playing the Truth or Dare game * 9% commenting rate on our girltalk message board * Increased brand equity * Increased purchase intent * This successful pilot program will be rolled out globally

Creative Execution
What could be better than being part of America's biggest sleepover? How about knowing that the highly publicised sleepover stars real girls?! Unlike anything P&G had done before, the entire program depended on five months of co-creation with an audience of more than 160,0000 teen girls. The result was a night of exciting collaborative fun and games, and a special musical guest they chose Jordin Sparks. Through Facebook, Twitter and, thousands joined the online sleepover. Together they played games, had fun, helped support a girls’ cause, and partied with a brand they say is now even more relevant to them.

Insights, Strategy & the Idea
How could Always provide a unique platform for girls to unite and experience their product - an overnight pad? Give them a chance to plan their own magical night of music, secrets, fashion, recipes and a celebrity drop in. Teen girls are all about self expression, defining who they are and putting their personalised stamp on the world. They crave connection with each other and with the people they look up to. Therefore P&G created a first of its kind platform for co-creation. America's biggest sleepover was born.