first week total earned impressions
first week pageviews
first week registrations
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.
mcgarrybowen 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.
The objective was to show the world that Oscar Mayer Bacon is the true gold standard of bacon. To achieve that, mcgarrybowen leveraged a cultural moment beyond the bacon category, even beyond the food industry.
With all the heat around cryptocurrencies, mcgarrybowen 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, mcgarrybowen needed to tap into not just bacon lovers but financial media and cryptocurrency fanatics.
mcgarrybowen 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, mcgarrybowen were able to target top-tier influencers and users engaged in bitcoin and technology conversations. Drafting off the fervour of these audiences, mcgarrybowen were able to take the message mainstream.
First Week Results
865m+ total earned impressions.
Over 130,000 pageviews.
Over 20,000 registrations.
New Visitors: 86%.
Time Spent on-site: 2:42.
102 online articles.
91 media social posts.
5 broadcast clips.
96% of online articles have positive/neutral sentiment.
Carat: Vodafone X
How Vodafone capitalised on TikTok's exploding growth for their Youth product, Vodafone X.
Isobar: Sherry FitzGerald
Isobar launched a first-of-its-kind digital platform for Ireland’s largest estate agents.
Isobar: dentsu Global
Our task for dentsu Global was to create an online ecosystem that could be a beacon for the business, deliver the “wow” factor and be easy for the internal team to manage and maintain.
Isobar: FinTech Scotland
A new website with the user at the heart of the design.
How we stopped interrupting what people were interested in and became what they were interested in
Carat: Bank of Ireland
How Bank of Ireland Became Pathfinders: Leveraging data for Customer Centric Marketing in Finance
Tuesday 18 June:
Data & creativity
Data & creativity: Data and analytics driving personalisation. Creating consumer experiences & meaningful connections.
Thursday 20 June:
Winning in the digital economy
Winning in the digital economy: Trust, ethics & transparency.
Wednesday 19 June:
Japan day: Innovation & technology. Driving greater client-centricity.
Friday 21 June:
It's a wrap
It's a wrap: Highlights from the week in Cannes.
Pre-register for our 2019 Digital Society Index
BWM Dentsu: Project Revoice
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Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
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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.
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.
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.