SMITH WINTER MITCHELL PROGRAM by Mindshare New York for Suave

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SMITH WINTER MITCHELL PROGRAM

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Industry Hair Care
Media Promo & PR, Case study
Market United States
Agency Mindshare New York
Director Tim Matheson, Michael Yablonski
Producer Jake Smith, Chris Pollack
Released July 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: UNILEVER
Product/Service: SUAVE HAIR PRODUCTS
Date of First Appearance: Jul 1 2010
Entrant Company: MINDSHARE, New York, USA
Managing Director: Cindy Gustafson (Mindshare)
Director: Michael Yablonski (Mindshare)
Managing Director: Ellen Ferrari (Mindshare)
Vice President of Media, Americas: Rob Master (Unilever)
Lead Communications Manager: Betsey Tomasulo (Unilever)
Senior Producer: Greg Manago (Mindshare Entertainment)
Producer: Jake Smith (Mindshare Entertainment)
Executive Producer: David Lang (Mindshare Entertainment)
Producer: Chris Pollack (Generate)
Executive Producer: Jordan Levin (Generate)
Director: Tim Matheson (Generate)
Media placement: Dove TV- 10 Spots - AMC - July 25, 2010
Media placement: Breyers TV- 10 Spots - AMC - August 8, 2010
Media placement: Suave TV- 10 Spots - AMC - August 15, 2010
Media placement: Klondike TV- 10 Spots - AMC - August 22, 2010
Media placement: Hellman's TV- 10- Spots - AMC - August 29, 2010
Media placement: Vaseline TV- 10 Spots - AMC - September 12, 2010

Insights, Strategy & the Idea
Mad Men, set in the 1960s, is a cultural phenomenon to say the least. The only cable television show to win back to back Emmys for best primetime drama, its influence spans everything from fashion and celebrity magazine covers, to Facebook posts, Tweets, and “water cooler chatter” focused on the latest episode.

UNILEVER has some of the most well-known and longest running brands in the world each with their own history dating back to the period of the show and beyond. While messaging and usage of these brands has of course evolved, their core values have remained consistent, which has enabled them to become the mainstay household brands that they are today.

The challenge was how to leverage the audience and buzz generated by the smash television hit, while engaging consumers in a contextually relevant way, effectively communicating current brand attributes and engaging consumers, breaking through the clutter.

Creative Execution
Six 60-second vignettes were produced, following the adventures of a creative team, Smith and Winter, working at a fictitious 1964 ad agency.

During Mad Men’s 4th season, a new vignette premiered each week during the first six weeks. Re-airings of the vignettes continued through the end of the season, strategically aligning as close as possible with the respective brands seasonality.

The quality of the content and similarity to the show, led many viewers watching the episodes on DVRs to stop fast forwarding through the commercials and engage with the content. Through activity on AMC Video on Demand, the Unilever vignettes aired within the multiple breaks airing in each of the episodes.

Each of the vignettes was featured on a YouTube Brand Channel and a dedicated Facebook page for Smith Winter Mitchell agency. The content was also syndicated using a video distribution partner to place the video in target relevant environments.

Results and Effectiveness
On-air and off-air activity cohesively worked together to achieve the objectives of the partnership.

A study by iTVX, showed the vignettes improved attitudes about the brands as well as intent to purchase the products. The average shift in brand attitude was a gain of 7% and the average shift in purchase intent was an increase of 4%. Typically an increase of 2% or 3% percent is considered very-good.

UNILEVER and the brands also received PR pick-up with articles in publications ranging from the NY Times and AdAge, multiple news/entertainment sites, along with commentary on blogs and social networks.