Program: Road to Reunion
Situation
P&G teamed up with Walmart and the USO to create a custom, campaign branding Gillette razors with the Army, Air Force, Navy and Marines.
Objective: This was part of a program to donate calling cards to overseas troops to help them connect with their families. The brand wanted to achieve 2 million video streams on their site, increase visit time compared to industry norm, and increase sell-through.
Strategy and Tactics
To connect with consumers we created a multi-part, multi-family series about military families that were separated due to overseas deployment and followed them all the way through to their reunion.
To activate the program, we created a unique program using YouTube influencers to create custom videos to promote the series. We also tapped into influential Twitter users to raise awareness about the project.
RESULTS
- 30% lift in sales above forecasts
- Over 3 million videos streamed on the site – 50% more than the goal.
- Average time per visit above 14 minutes, more than 5x standard.