Cheer Film, Digital, Viral, Design & Branding, Case study, Making of Dig It! Get It! by Leo Burnett Toronto

Dig It! Get It!

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Industry Washing powders & Detergents
Media Film, Digital, Interactive & Mobile, Viral, Design & Branding, Case study, Making of
Market Canada
Agency Leo Burnett Toronto
Creative Director Heather Chambers, Lisa Greenberg
Art Director Anthony Chelvanathan, Sean Perkins, Mark Nilsen, Eugene Bak
Copywriter Steve Persico, Jennifer Smith
Production Spy Films
Released September 2011

Awards

London International Awards 2012
TV/Cinema/Online Film Branded Content Bronze Winner

Credits & Description

Entrant: Leo Burnett Toronto, Toronto
Cheer - "Dig It! Get It!"
Corporate Name of Client: Procter & Gamble
EVP, Managing Partner: Kim Koster
Group Account Director: Wendy Dixon
Agency Account Director: Natasha Dagenais
SVP, Planning: Brent Nelsen
Planner: Christina Boldt
Account Supervisor: Dan Koutoulakis
Agency: Leo Burnett Toronto, Toronto
Chief Creative Officer: Judy John
Creative Directors: Judy John/Heather Chambers/ Lisa Greenberg
Group Creative Directors: Kelly Zettel/Sam Cerullo
Copywriters: Steve Persico/Kelly Zettel/Jennifer Smith
Art Directors: Anthony Chelvanathan/Sam Cerullo/ Mark Nilsen/Sean Perkins/Eugene Bak
Agency Producer: Franca Piacente
Production Company: Spy Films, Toronto
Director: Radical Friends
Director of Creative Technologies: Felix Wardene
Interactive Producer: Jacqueline Adediji
Editor: Luke Lynch
Performer: Strange Talk
Effectiveness
Cheer re-launched August 1 with new packaging, new language and innovative acts, all living in a completely digital playground. The launch centred on a young, up and coming indie band from Australia and a colourful interactive video for their hot new single ‘Climbing Walls’. This was not only a first for Cheer, but also the first ever interactive music video, where people could ‘dig stuff’, and ‘get stuff’. During the launch, video viewers simply clicked on annotations within the music video and the colourful item they clicked was sent to them along with a Cheer sample.
2 weeks prior to launch, the programme was teased with a robust iMedia campaign. All pieces drove to a Facebook event page where people could RSVP to the release of the interactive music video experience. When the video went live, all iMedia changed to direct people to the video on the bands YouTube channel. However, to claim their prize, they were directed back to Cheer’s Facebook page.
Implementation
This is a case on how to colour people’s opinions of laundry through social media. Cheer is a brand in the detergent category, a highly competitive market led by P&G brands with over 50% market share. Cheer has been around for 50 years, but has been losing ground to the better supported, bigger brands in the market. The rescue strategy: expand the brand's user base by targeting a new generation of consumers, Millennials; at the point of market entry, and largely neglected by the rest of the brands. Create relevance for Millennials, through engagement. And do it in a way that no other detergent had and in a place that detergents had never ventured before – music videos.
Outcome
During the teaser period 12,274 Millennials RSVP’d to the release of the video. When the experience went live on Aug 15, engagement took off dramatically leading to 366,711 YouTube video views and a Facebook fan increase of 47,534 (826%) over the course of 2 weeks. Cheer's new followers praised the unique approach with 22,623 likes and comments. The brand's colourful content and news travelled all over the web with mentions on Mashable, Fast Company, Creativity Online and numerous music & fashion blogs. The giveaway of 20,000 clothing items and Cheer samples has been welcomed with enthusiasm.