0
increase in Twitter following
0
mentions
0
donated to Reviving Baseball in inner cities
Challenge
We were given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning. The aim of the campaign was two-fold: 1. To earn donations for local community youth programs and 2. Create engagement across MLB team and league social channels.
Solution
We developed and executed the innovative Head & Shoulders Season of the #Whiff – a campaign that promoted the handsome scent of Head & Shoulders with Old Spice while creating an authentic connection to baseball via strikeouts across the league. The Twitter-based program encouraged fans to tweet #Whiff when they witnessed a strikeout, with their favorite MLB club's Twitter handle, to earn monthly donations for their local community's youth baseball program.
Results
Leveraging MLB team and league digital and social channels, Head & Shoulders was able to grow their Twitter following by 2500%. The program delivered incredible results for the brand – generating 8+ billion media impressions over the course of two seasons. The program’s overwhelming engagement delivered on average over 660,000 unique contributors each season, 4.3 million mentions and over $500,000 donated to Reviving Baseball in Inner Cities.
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Dentsu was given the opportunity to highlight Head & Shoulders’ partnership with MLB through a creative solution inspired by its brand positioning.
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