0
first week total earned impressions
0
first week pageviews
0
first week registrations
Challenge
Within the bacon category, Oscar Mayer is the clear leader with the #1 share of equity. Oscar Mayer is the gold standard of bacon because it’s hand-selected, naturally sugar cured and hardwood smoked.
But copycats and imitators abound, stealing share because even bad bacon is still pretty good. This furthers the overriding category sentiment that bacon is bacon is bacon. Oscar Mayer needed to demonstrate their bacon’s superiority on an emotional, instinctual level. This was not a battle of the head, to be fought with functional benefits, but a battle of the heart to be won with an unconventional appeal.
dentsumcgarrybowen uncovered a tension in the category: people may love all bacon, but not all bacon is created equal. This tension led to a clear opportunity: show once and for all, and in an unforgettable way, that Oscar Mayer Bacon is the true gold standard.
Solution
The objective was to show the world that Oscar Mayer Bacon is the true gold standard of bacon. To achieve that, dentsumcgarrybowen leveraged a cultural moment beyond the bacon category, even beyond the food industry.
With all the heat around cryptocurrencies, dentsumcgarrybowen saw an opportunity to create a cryptocurrency backed by the only bacon worth its weight in gold. To drive consumer engagement connecting Oscar Mayer Bacon to bitcoin, dentsumcgarrybowen needed to tap into not just bacon lovers but financial media and cryptocurrency fanatics.
dentsumcgarrybowen created a dual PR and social program that leveraged a mobile-first microsite, relevant digital channels and media outreach to effectively reach these targets. By tapping into these highly engaged communities, dentsumcgarrybowen were able to target top-tier influencers and users engaged in bitcoin and technology conversations. Drafting off the fervour of these audiences, dentsumcgarrybowen were able to take the message mainstream.
Result
First Week Results
865m+ total earned impressions.
Over 130,000 pageviews.
Over 20,000 registrations.
New Visitors: 86%.
Time Spent on-site: 2:42.
Press Coverage
102 online articles.
91 media social posts.
5 broadcast clips.
96% of online articles have positive/neutral sentiment.
BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Vizeum: GhanaPostGPS
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Isobar: Aeronaut
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
BC&F Dentsu: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
DENTSU CREATIVE (Isobar) & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
DENTSU CREATIVE (Isobar): General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
BWM Dentsu: Qantas
Activating new business in the USA by helping more Americans travel to Australia with Qantas, by giving them a free passport.
iProspect: Eurostar
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.
DENTSU CREATIVE (dentsuMB): Mothercare
#BodyProudMums took the bold step of smashing advertising and social media conventions. Instead, the reality of the postpartum body, in all its different glorious manifestations, is on display.
Dentsu Jayme Syfu: Dead Whale
With an increasing number of whales washing up on shores with plastics in their stomachs, this campaign aimed to raise awareness and increase public engagement with the cause.
HelloWorld: Royal Caribbean
Royal Caribbean wanted to drive awareness and buzz for their newest ship. HelloWorld launched an eight-month interactive engagement hub that rewarded exploration and incorporated regional activa...
Carat: Diageo
By launching the Smirnoff Equalizer in the run up to International Women’s Day, this Smirnoff and Spotify partnership enabled society to take one step closer towards achieving gender parity in m...
DENTSU CREATIVE (Isobar): Enterprise
Isobar helped Enterprise, a multi-billion dollar business, achieve double digit growth in sales through its web channels and used digital to accelerate expansion into 25+ countries.
iProspect: Eurostar
Generating conversion for Eurostar by building a system to automate the media buying process for digital performance media.
Carat: Arla
Activating positive sales and trust in Arla's product by using media channels to emotional and engage the audience.
DENTSU CREATIVE (Isobar): Nett
Engaging a young audience by breaking the taboo of talking about first periods.