In 2011, Dentyne set out to ramp up sales and increase market share. To achieve this, the brand launched a faux-PSA campaign around the message of “Practicing Safe Breath." The campaign yielded a 1,000% increase in Facebook fans in less than a year and more than 820K interactions (likes, comments, shares, etc.). Dentyne’s Facebook posts generated 2X as many comments as other brands with the same fan base. The Dentyne Safe Breath Alliance not only helped move the needle on Dentyne sales and distribution – it connected with its target audience in relevant, socially driven ways both online and off, creating an active and engaged audience of brand advocates. OBJECTIVE -- In 2011, Dentyne set out to ramp up sales and increase market share. To achieve this, the brand and lead creative agency McCann launched a faux-PSA campaign around the message of “Practicing Safe Breath" and teamed up with digital agency 360i to bring the effort to life in social spaces. The core objectives were to engage the brands socially savvy audience and to increase overall sales of Dentyne Gum. STRATEGY -- Dentyne wanted to turn passive consumers into socially-sharing brand advocates. Our strategy was to reach people where and when they were already socializing, both face-to-face, where safe breath is necessary, and online, where Safe Breath is championed. We gave fans a reason to rally in support of Dentyne and directly engage with the brand. Practice Safe Breath became more than just an ad campaign – it became a cause. EXECUTION -- With the digital habits of Dentyne’s audience top-of-mind, we placed the Facebook community at the center of the effort – with all advertising (online and off) pointing in its direction. The call to action to join our Facebook community was on the product packaging itself. And, as an added bonus, scanning the package’s MSFT code gave fans access to mobile video content featuring celebrity spokesperson Marlon Wayans – who encouraged people to join the Safe Breath Alliance. By ‘Liking’ the Dentyne Facebook page, fans were able to join the Safe Breath Alliance and engage with other advocates within a branded environment. To make membership sharable, we created a game housed on the brand’s Facebook page. Prizes – such as free Dentyne gum and Sprint cell phone plans – fed our targets’ social addiction and inspired them to encourage their friends to play. Horizon Media leveraged multiple digital media channels to support the initiative, placing the brand in relevant and engaging media environments such as mobile rich media, paid social media, high impact takeovers and branded integrations in live online shows to ensure maximum impact of messaging. We also increased buzz by declaring February as the nation’s first Safe Breath Awareness Month on YouTube. On February 1, visitors to YouTube were able to ask questions about safe breath on the front page, and we answered many of them during Safe Breath Awareness month on our Facebook page. Online, Alliance members could view an interactive video FAQ featuring Marlon Wayans to test whether they were Safe “Brexperts." And in our digital ads, we busted myths about practicing safe breath. Since we knew our audience loves social media, we showed up at the Webby’s, – an awards show that has been dubbed the “Internet’s Highest Honor" by the New York Times. Marlon Wayans became our advocate as the award’s on-stage Twitter ambassador, encouraging and furthering the cause of safe breath to the many internet addicts who attended, watched the show online, or tweeted with him. (Citizen Paine PR, formerly Paine PR, managed the relationship with Marlon Wayans and the Webby’s opportunity.) RESULTS -- The Dentyne Safe Breath Alliance campaign moved passive fans and followers to become passionate brand advocates. And, beyond huge wins in digital engagement, the effort moved product. In fact, the campaign helped drive a 229% increase for Dentyne Pure product sales. The success of the movement also helped spur an increase in product distribution of Dentyne Pure by 11.7%. Other key results included: *1,000% increase in Facebook fans in less than a year *820K+ interactions (Likes, comments, shares, videos views) *Dentyne’s Facebook posts generated 2X as many comments as other brands with the same fan base (metrics via eMarketer) *220 million impressions across traditional & online media The Dentyne Safe Breath Alliance not only helped move the needle on Dentyne sales and distribution – it connected with its target audience in relevant, socially driven ways both online and off, creating an active and engaged audience of brand advocates. The Safe Breath Alliance generated brand loyalty that should long outlive the actual campaign.
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