HARDEST WORKING PERSON by Creative Artists Agency, Rokkan for Revlon

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HARDEST WORKING PERSON

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Industry Deodorants
Media Promo & PR, Case study
Market United States
Agency Creative Artists Agency
Agency Rokkan
Released May 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: REVLON
Product/Service: MITCHUM DEODORANT
Agency: CREATIVE ARTISTS AGENCY
Agency: ROKKAN
Date of First Appearance: May 17 2010
Entrant Company: CREATIVE ARTISTS AGENCY, Los Angeles, USA
Entry URL: http://mitchum.rokkan.com/
Media placement: Web short films - 12 - Mitchum microsite, Youtube, Facebook - 17 May 2010
Media placement: Web banners - across the web - 17 May 2010
Media placement: TV commercial - national TV - 17 May 2010
Media placement: Live screening - Independent Film Channel - 18 June 2010
Media placement: TV documentary special - Sundance Channel - 18 October 2010

Insights, Strategy & the Idea
After a two-year sales decline, Mitchum anti-perspirant was about to be taken off the shelves of Walmart and Target. Mitchum needed a new media platform that would reconnect this forty year old brand with American consumers, and ultimately raise sales and influence major retailers to keep Mitchum on the shelves.
Despite its heritage and loyal consumer base of working-class Americans, Mitchum was losing ground to marketing-savvy competition that led with humour and sex appeal. Mitchum needed to differentiate itself and speak to the heartland values of its target audience.
In 2010, “work” was constantly in the news and on the minds of Americans (increased unemployment, heavier workload for the employed), so Mitchum found a cultural insight that matched its product truth: Americans are working harder than ever, and because Mitchum has the highest active-ingredient, it could claim to be the "hardest working" anti-perspirant.

Creative Execution
Mitchum targeted hard-working Americans by asking America to help Mitchum find and reward The Hardest Working Person in America, a contest that would salute ingenuity and the can-do-spirit, and in the process, position Mitchum as the country’s hardest working anti-perspirant.
We hired legendary documentarian Albert Maysles to create 12 short films featuring hard-working Americans, then used the films as trailers in national media asking, “Are you the Hardest Working Person in America?” and offering a $100,000 prize.
A website showcased the films and provided toolkits with music and titles so that anyone could make and submit their own film about a hard worker. Paid digital media in the forms of a YouTube takeover, Facebook site and ad buys, and Twitter interaction, drew phenomenal consumer attention to the contest, and a PR effort sparked a deluge of news and media interest as communities got behind their hometown hard-working heroes.

Results and Effectiveness
Within a month of our campaign launch, Mitchum saw its first positive sales growth for the brand in over two years. More importantly, the campaign prompted Target and Walmart to put Mitchum back on the shelves with increased shelf space.

We exceeded campaign measurement goals on every level:
208,872,993 Total Impressions
150,629,025 PR Impressions
11,398,544 Video Views of Films/Content
176,760 Microsite hits
44,300 votes
8000% increase in Facebook fans.
153 contest submission films
Tens of Thousands of Facebook posts and tweets.