Liquid Paper Promo, Case study COVER IT WITH LIQUID PAPER by MEC Bogota

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Industry Toilet Paper
Media Promo & PR, Case study
Market Colombia
Agency MEC Bogota
Released October 2010

Credits & Description

Category: Best Use of Social Media Marketing
Product/Service: LIQUID PAPER
Date of First Appearance: Nov 1 2010
Entrant Company: MEC COLOMBIA, Bogotá, COLOMBIA
Digital Media Planner: Liliam Bernal (MEC)
Media placement: Social Media - Facebook - 1 November 2010

Insights, Strategy & the Idea
Sanford Liquid Paper was suffering from an identity crisis. Its trademark Liquid Paper had become the generic term for all liquid correction fluids.

Consumers were asking for liquid paper but not insisting on Sanford. We needed to build loyalty for the brand.

Liquid Paper is for covering up your mistakes. We realised that while consumers were embarrassed about their own mistakes, they enjoyed the public mistakes of others.

We knew that making mistakes was part of life so we needed to find a way for our target audience of 15-34s to correct the mistakes of others.

We created a digital tool that let them share, comment on and then “Cover It With Liquid Paper”.

We engaged consumers with the idea of correction by letting them clear up some of the most outrageous mistakes ever made by celebrities and others in the public eye.

Creative Execution
We reached out via the key platform for our target audience, Facebook, and gave users the tools they needed to share, comment on and cover up mistakes.

Liquid Paper’s Facebook App let us post famous mistakes for brand fans to cover up with liquid paper. We provided the content, consumers made the corrections.

Every action and comment appeared across consumers’ social networks, extending the reach of our message and creating a viral sensation.

We made people laugh at the ridiculousness of modern celebrity icons before encouraging them to “Cover it up with Liquid Paper”.

Results and Effectiveness
More than 1,600 App downloads and more than 3,100 brand fans.

Total reach was nearly 500,000.

“Cover it with Liquid Paper” entered everyday language.