P&G's Secret Deodorant launched the Mean Stinks campaign across social media channels to fight bullying at high schools and colleges across the U.S. By providing a platform for girls to share and get information about this important issue in their daily lives, Secret aligned with a cause that resonates personally with their target consumers. Because of the ability to source and moderate content with automated rules, Secret was able to tap into real-time content from Facebook, Twitter, YouTube, and Instagram to power an inspirational, immersive, and participatory experience while ensuring content was safe and relevant.
Secret successfully built destinations and facilitated social conversations focused on how girls can combat bullying. Generating brand awareness and alignment with authentic, earned content, Secret drove consumers back to owned properties where they were able to interact with real-time content and participate with the brand. On the campaign microsite, on the brand Twitter account and on Secret’s Facebook page, girls found challenges, tips, and tools to help them learn the best ways to prevent bullying. Sourcing and visualizing content enabled Secret to transform social conversations into actual experiences. Secret was able to drive engagement around their campaign and loyalty around their brand.