2. Table Of Contents
Introduction………………… 3-4 College Student Ambassador
Network……………………….… 9
Client Goals/Deliverables… 5
Step 2 (Plan of Action)………... 10-11
Client Process………………6
Step 3 (Execution)…………….. 12-20
Step 1 (Discovery)………… 7
Step 4 (Tracking)………………. 21-22
College Student Blog
Network…………………….. 8 Step 5 (Results and Key
Observations)………………….. 23
Contact…………………………. 24
2
3. Introduction
The globally esteemed
Confidential!! Group
Edelman
approached partner Confidential!!
Campus Socialite
Media to solve a
unique challenge for
their longtime Fortune
150 client, “Unilever.”
3
4. Introduction
Unilever’s Axe Brand launched a large scale marketing
initiative popularly known as the “Clean Your Balls”
campaign that had been well-received on television and
needed to be properly introduced throughout the web.
BrainMuffin and CSM were tasked with taking the cleverly
worded campaign (videos, pictures and written content) and
soliciting user interaction across the internet.
4
5. Client Goals/Deliverables
1. Increasing exposure to the
“Clean Your Balls” Video
Series
2. Increasing the amount of
Twitter “followers” to the
“@Axe” as well as their
engagement
3. Increasing natural
(unsolicited) brand
mentions across the internet
5
6. Client Process
Discovery
Results/Key Plan Of
Observa6ons Ac6on
Tracking Execu6on
6
7. Step 1 (Discovery)
Discovery
Axe was a special case. Normally BrainMufifn takes great pride in helping the brand
identify: how they are talked about online, what variables are most telling of brand
sentiment on the web, where the largest groups of current and potential brand fans reside
on the web and, most importantly, the best strategy for engaging these groups. This
discovery phase has been not only integral in creating the potential for a successful
campaign, but the information gathered by Brainmuffin and partner CSM has often been
used to define best practices internally for the clients going forward.
In this particular case, Axe had up-to-date research identifying their web demographic and
tracking what was being said about them. After sharing that information with our team, we
talked at length and ultimately agreed that the largest amount of current and potential Axe
fans resided on blogs, lifestyle websites and portals that catered to 18-26 year-old males
with interests in: sports, women, extroverted socializing and shock humor. Some clients’
fans are easier to identify than others. The client was perfect for both our “College Student
Blog Network” and our “College Student Brand Ambassador Network.”
7
8. College Student Blog Network
College Student Blog Network Statistics
- Blogs and Websites: 40
- Monthly Page Views: 9,827,800
- Active Twitter Followers: 91,200
All of our partners are vetted
and have done quality work with
us in the past.
8
9. College Student Ambassador Network
College Student Ambassador Network
- Number of Qualified Reps: 64
- Direct Facebook Network: 62,794
- Active Twitter Followers: 2,256
We Have a Presence at 41 Colleges:
Adelphi, SUNY Albany, U of Arizona, Arizona State University,
SUNY Binghamton, SUNY Buffalo, Colby, Cornell, U of
Cincinnati, Delaware, SUNY Farmingdale, U of Georgia,
Hartford, Hofstra, Illinois State U, Indiana, Ithaca College, U
of Kansas, U of Loyola-Chicago, U of Maryland, Miami U, U of
Michigan, Michigan State U, U of Minnesota, SUNY New Paltz,
Northwestern U, U of Mississippi, Penn State U, U of
Pittsburgh, Sam Houston State U, Siena College, Syracuse U,
Troy U, U of Texas-San Antonio, U of Texas-Austin, U Illinois,
U of Massachusetts, U New Hampshire, U Southern
California, U of Utah, U of Wisconsin 9
10. Step 2 (Plan of Action)
Plan of Action
Upon receiving the client’s input, we narrowed our list of creative concepts from sixteen to
eight and then discussed them with our highest volume network partner websites to
determine the highest level of engagement. Within 24 hours of the meeting, we settled on
the best four ideas that would generate the most activity from both our “College Student
Blog Network” and “College Student Brand Ambassador Network.”
We divided our campaign into two separate sets of concepts to start with, with an option
for an additional two. In this particular case we opted for a gradual rollout (3-5 partner
websites a day) in order to increase user interaction and drive unique viewers to a new
"Clean Your Balls" viral video each day.
10
11. Step 2 (Plan of Action)
Breakdown
Phase 1 Part 1: Axe Presents “Dirty Status Updates” (12/16/10-12/22/10)
- Using the @Axe twitter account we challenged people to create a better innuendo-based tweet than
ours. #1UpJWA Winners would be awarded client-provided giveaways.
Phase 1 Part 2: Axe Presents “Dirty Mad Libs” (1/6/11-1/11/11)
- Blogs would give users two words to build a sentence (hence, reverse-mad Libs). Users then would
tweet their work and winners would be awarded client-provided prizes.
Phase 2 Part 1: Axe Presents “Dirty Photo Captions” (1/12/10-1/19/10)
- Each day chosen blogs would publish a set of innuendo-heavy pictures. Users were tasked to create
the best implicit (no dirty words) captions for each image. Prizes were awarded to the best.
Phase 2 Part 2: Axe Presents “Prank Call Scavenger Hunt” (1/28/10-2/4/10)*
- We professionally created prank calls and posted them around the web. Users were
asked to watch the videos and answer very detailed questions.
11 *= We used two initiatives
13. Axe Presents Dirty Statuses
(12/16/10-12/21/10)
Assets Created:
1. Provided a document including detailed
instructions and implementation guidelines for
partner sites (example available upon request)
2. Pre-written client-approved article describing
the contest to readers as well as driving them to
action steps
3. Detailed proprietary real-time tracking reports
to help optimize campaign on the fly (see tracking
slide)
4. Partner blog participation via tweeting their
own dirty statuses to set a contest example
13
14. Axe Presents Dirty Statuses
(12/16/10-12/21/10)
Results:
Confidential!!
Page Views Specific to Contest: 3,780,100
Twitter Shares: 187,972
Confidential!!
Video View Increases Ranging from 38%-63%
(Average of 44%) in two weeks
Confidential!!
14
15. Axe Presents Dirty Madlibs
(1/6/11-1/11/11)
Assets Created:
1. Detailed instructions and implementation
guidelines document (example available upon
request)
2. Pre-written client-approved article describing
the contest to readers. Blogs also wrote their
own articles to encourage contest behavior. (two
separate pieces of content)
3. Detailed proprietary real-time tracking reports
to help optimize campaign on the fly (see tracking
slide)
4. Systematic (internal voting) and fulfillment of
prizes
15
16. Axe Presents Dirty Madlibs
(1/6/11-1/11/11)
Results:
Confidential!!
Page Views Specific to Contest: 1,210,043
Twitter Shares: 189,003
Video View Increases Ranging from 38%-63%
Confidential!!
(Average of 44%) in two weeks
Confidential!!
Diggs: 187
Confidential!!
StumbleUpons: 2300
Confidential!!
Bit.ly Email/IM Shares: 700
Confidential!!
Total Reach: 3,500,000 new people in a week
16
17. Axe Presents Dirty Photo captions
(1/12/11-1/18/11)
Assets Created:
1. Provided a document including detailed
instructions and implementation guidelines for
partner sites (example available upon request)
2. Pre-written client-approved article describing
the contest to readers as well as driving them to
action steps. Blogs created their own content for
photo caption hunt as well.
3. Detailed proprietary real-time tracking reports
to help optimize campaign on the fly (see tracking
slide)
4. Systematic (internal voting) and fulfillment of
prizes
5. Provided photos for contest (screenshot)
17
19. Scavenger Hunt
(12/16/10-12/30/10)
Assets Created:
1. Detailed instructions and implementation
guidelines document (example available upon
request)
3. Pre-written client-approved article describing
the contest to readers as well as driving them to
action steps
4. Full game mechanics based on client’s
marketing videos (screenshot)
5. Detailed proprietary real-time tracking reports
to help optimize campaign on the fly (see tracking
slide)
19
23. Step 5 (Results and Key Observations)
Final Results
Page Views Specific To Contest: 5,857,965
Twitter Shares: 1,280,598
Video View Increases Ranging from 38%-63% (Average of 44%) in two
weeks
Confidential!!
Diggs: 187
Confidential!!
StumbleUpons: 2300
Confidential!!
Bit.ly Email/IM Shares: 700
Confidential!!
23
24. Step 5 (Results and Key Observations)
Key Observations
At the end of every campaign we create a confidential document outlining suggestions for
moving forward. The document outlines: future strategies, customer learning, process
learning and anything else we glean from our team.
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