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'The Rookie'
Unilever needed a communication activity that would help grow Degree for Men faster than the antiperspirant/deodorant category, and increase the brand’s relevancy with men. Degree partnered with 24 to create online webisodes created by MindShare Performance/Entertainment.
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Destination
Unilever needed a communication activity that would help grow Degree for Men faster than the antiperspirant/deodorant category, and increase the brand's relevancy with Men. The partner needed to align with the brand's consumer insight around risk and reach a broad audience of men.
Platform
From consumer research, we knew that men think that risk makes life worth living. We wanted to establish that Degree for Men won't let them down when they are taking risks.
Design and Delivery
Degree partnered with 24, an Emmy Award winning program that is synonymous with risk and delivers Degree for Men's 'more power than you need, for the day you need it' message. The campaign was centered around 24-esque custom content that introduces Jason Blaine, a rookie in the Counter Terrorism Unit (CTU), and follows the risks that he faces on the job.
The stories, developed by MindShare Entertainment, were created and shot on the set of 24 by the show's Director of Photography. Content was turned into online webisodes featured on cturookie.com. Viewers were driven to the web via Rookie teasers in TV, print, online, mobile channels.
Two other key components to the year long association were Degree sponsoring the DVD release of 24's season 5, and the launch of an animated prequel to the 24 series - Day Zero - also sponsored by Degree and co-produced by MindShare Entertainment in the second half of the year.
Evaluation
By engaging our target audience in an environment of calculated risk, we achieved our goal to grow Degree for Men market share, and grow brand awareness association with risk.
- 1.4M Rookie webisodes were viewed on cturookie.com with an average of 5 minutes + spent on the website
- Degree for Men sales through March 2007 were up 22% from YAG, with The Rookie contributing to the success as the only communication for Degree Men during this time period
- Brand awareness against measures such as 'For guys like me' and 'Delivers more protection than you need' have exceeded goal post-24 at 50% and 36% respectively.
Degree is about embracing challenge and giving men more confidence by equipping them with more power than they need for the one day they do need it, '24' is just a perfect fit. It's one of those 'Ah-ha!' moments you get in your career with marketing where everything fits together.Sam Chadha
Marketing Director Deodorants
Unilever US
Context
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American research revealed that those using Facebook come from wealthier homes and are more likely to attend college but MySpace users tend to get a job after finishing high school rather than continue their education.
Through experimentation, early Egyptians discovered that the removal of underarm hair diminished body odour. Centuries later scientists would discover why – hair increases the surface area on which bacteria, odourless themselves, can live, populate, die and decompose in a smelly fashion.
38% of young American adult singles live at home.
Ancient Egyptians used to think having facial hair was an indication of personal neglect.
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