Degree Promo, Case study THE ADRENALIST by Weber Shandwick New York

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Industry Deodorants
Media Promo & PR, Case study
Market United States
Agency Weber Shandwick New York
Released February 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: UNILEVER
Product/Service: DEGREE FOR MEN
Brand Building Manager of Degree: Aaron Calloway (Unilever)
Associate Brand Building Manager of Degree: Lauren Passaro (Unilever)
Brand Development of Unilever: Neil Brading (Unilever)
Media placement: Digital PR - Mashable - 14 September 2011
Media placement: Digital PR - Buzz Feed - 14 September 2011
Media placement: Digital PR - Newsweek - 14 September 2011
Media placement: Consumer PR - Jimmy Kimmel - 15 September 2011
Media placement: Consumer PR - Content Marketer - 4 March 2012
Media placement: Consumer PR - The Nerve Rush - 21 February 2012

Summary of the Campaign
Degree Men launched its own platform in August of 2011: The Adrenalist. Its mission was to associate adventure, extreme sports and racing with the Degree Adrenaline product series.

To capitalise on the 'always-on' community, Degree Men launched The Adrenalist as a content-engine to share unbranded adventure, extreme sports and racing content with those who most wanted it. The Adrenalist was created as a platform to feature adrenaline-fueled content relevant to guys.

The Situation
Prior to The Adrenalist, Degree Men® had an inconsistent online presence with dramatic peaks and valleys around campaigns. When we were active, we had positive bursts but they were never sustained between campaigns; and we knew that our target was always online. The Adrenalist was created as a platform to feature adrenaline-fueled content relevant to guys.

The Goal
Degree for Men created The Adrenalist because digital content engages the reader; shapes brand image; becomes part of the target’s world; and drives relevant purchase consideration.

• The brand needed to build a relationship with the target in a context that matters to him with a defined brand-voice; orchestrate paid, earned and owned efforts across all properties, to establish a consistent presence that relevantly engages the target; continuously calibrate the approach for expanding issues and community insights; integrate Degree Men social channels to syndicate site-content and interact directly with the audience to capitalise on fan acquisition.

The Strategy
Research into market-presence revealed insightful specificity into the ethnography of the target-consumer and their behavior, as well as online consumption of content.
• The adventurer is constantly expanding his horizons;
• He has a restless spirit of self-improvement;
• Sees life through a lens of problem solving;
• Is motivated by his peers;
• And his work ethic is driven by personal fulfillment.

Overall brand-awareness and presence remained low among the target:
• The target did not know the brand, or what it stood for;
• Most conversations online about the brand were driven by couponing;
• Competitors were more active, and voice brand-share was inconsistent, experiencing peaks and valleys.

The team developed a content-calendar and publication cadence. We hired experienced, relevant writers, who speak with an authoritative point-of-view within our very specific lens, to write for The Adrenalist.

The team syndicated the content across Degree for Men’s social channels, including submission to social-bookmarking sites like StumbleUpon and Digg, to reach as large an audience as possible for The Adrenliast.

Community-management provides a crucial stewardship of the voice as the content is pushed out, and makes up the front lines for communicating the brand’s editorial voice. It also becomes an integral feedback-loop for the editorial calendar, directly influencing the assignment of future stories, based on how the community has responded to previous posts.

Documented Results
1. A fully-functioning lifestyle-platform launched on July 29th, 2011 at
a. Currently employing 8 professional freelance writers to produce relevant journalism;
b. Through traditional media tactics and publishing calendars, is procuring 15 pieces of unique content per week.

2. Organic content currently responsible for more traffic than a concurrent ad-campaign:
a. Over 1,100,000 unique visitors since August 1st, and over 1,900,000 page views;
b. 00:01:18 average time spent on the page;
c. Nearly 24,500 hours of engagement.

3. Massive success with a Q&A content-initiative on the popular social site,, with the Degree for Men spokesman, Bear Grylls.
a. Bear answered real time questions from the large Reddit community in text and video format;
b. Videos were hosted on the Adrenalist, and readers were directed from Reddit to the Adrenalist to view them;
c. Currently over 1.5m YouTube videos views have been attributed to the Reddit content.