Generations of women know and trust Pine-Sol dilatable cleaner. Its familiar scent and bottle can help to evoke memories. But what about men? They know Pine-Sol, but would need something a little more powerful and unique to evoke its memory during a trip to the store. So Pine-Sol decided to create that memory by playing a prank. The original Pranked video obtained 1.5 million views to date and 2,400+ placements on news, marketing, and culture sites. The video earned the brand a slew of earned media coverage including stories on the TODAY Show, CNN’s Anderson Cooper and MSN.com, as well as an accolade as one the world’s Buzziest Brands in 2012 according to Adweek. In summer 2012, Pine-Sol got together with Conscious Minds to do a product demo for unsuspecting 20- and 30-something men. Midway through the product demos, long-time spokesperson Diane Amos “The Pine-Sol Lady" popped from behind a Pine-Sol branded poster, through screens and windows to scare them. The result was a two-minute YouTube blooper reel of hilarious unscripted screams and freak-outs that spread through social networks. Campaign Objectives: • Reach men with the Pine-Sol message (awareness) • Communicate that Pine-Sol is a multi-surface cleaner (consideration) – Male video participant criteria: • Male age 22-35 • Likes to “own" projects • 1st/2nd apartment Campaign Performance Results: GOAL/RESULTS 500,000 video views / 1.5 MM views 500 likes / 15,478 likes Reach men / 76% male video viewers (64% of them are 18-34) Increase brand buzz by 5-10% / Increased by more than 10% Earned vs. Paid Media Drivers: - Paid media played an important role by helping to drive nearly 1 MM impressions of :15. The result was an estimated 25,000 clicks to the video in week 1. - The organic buzz across national broadcast television, Twitter, Tumblr, Reddit, etc., made this campaign a combined earned/paid media success Campaign Budget - The campaign concept, production, outreach and three weeks media = $108,000 giving each video a view cost of < 10¢
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