
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.
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BC&F Dentsu: Heart Foundation
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GoalKeepers17: Rallying around Global Goals
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DENTSU CREATIVE (Isobar) & Carat: Dis-Moi Elliot
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iProspect: Eurostar
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DENTSU CREATIVE (dentsuMB): Mothercare
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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
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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.
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Engaging a young audience by breaking the taboo of talking about first periods.