crowdsourcing | storytelling | citizenship | social dataPeople’s Insights Volume 2, Issue 5Mean Stinks
People’s Insights100+ thinkers and planners within MSL-              In 2013, we continue to track inspiringGROUP share an...
What is Mean Stinks?Mean Stinks is a purpose inspired movement            Blogger Adina notes:launched by P&G’s Secret deo...
Year 1: Inspiring girls to be nice                              In addition, Mean Stinks created a Facebook               ...
Girls can also visit a Facebook app to learn about     the unusual nail polish design and once they hearthe different kind...
“I know there were a few nice kids in the class that           #bluepinky, challenges, tips and tools and peer-were prob¬a...
Source: youtube.com/user/SecretDeodorantSecret is also experimenting with a Gang Up For Good Kit with lesson and assembly ...
People’s Lab:Crowdsourcing Innovation & InsightsPeople’s Lab is MSLGROUP’s proprietary               comment on other peop...
For People’s Lab solutions, contactpascal.beucler@mslgroup.com
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Mean Stinks: People’s Insights Vol. 2 Issue 5

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This week, we distill insights around Mean Stinks - a purpose inspired movement launched by P&G’s Secret deodorant to combat girl-to-girl bullying in schools.

100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on social data, crowdsourcing, storytelling and citizenship on the MSLGROUP Insights Network.

Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities.

For more, see: http://peopleslab.mslgroup.com

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Mean Stinks: People’s Insights Vol. 2 Issue 5

  1. 1. crowdsourcing | storytelling | citizenship | social dataPeople’s Insights Volume 2, Issue 5Mean Stinks
  2. 2. People’s Insights100+ thinkers and planners within MSL- In 2013, we continue to track inspiringGROUP share and discuss inspiring proj- projects at the intersection of social data,ects on social data, crowdsourcing, story- crowdsourcing and storytelling, with a fo-telling and citizenship on the MSLGROUP cus on projects that are shaping the FutureInsights Network. Every week, we pick up of Citizenship.one project and curate the conversations Do subscribe to receive our weekly insightsaround it — on the MSLGROUP Insights reports, quarterly magazines, and annualNetwork itself but also on the broader reports, and do share your tips and com-social web — into a weekly insights report. ments with us at @PeoplesLab on Twitter.Every quarter, we compile these insights,along with original research and insightsfrom the MSLGROUP global network, intothe People’s Insights Quarterly Magazine.We have synthesized the insights from ouryear-long endeavor throughout 2012 toprovide foresights for business leaders andchangemakers — in the ten-part People’sInsights Annual Report titled Now & Next:Ten Frontiers for the Future of Engage-ment. People’s Insights People’s Insights People’s Insights weekly report quarterly magazines Annual Report Volume 2, Issue 5, Future of Mean Stinks January - March, 2013 Citizenship
  3. 3. What is Mean Stinks?Mean Stinks is a purpose inspired movement Blogger Adina notes:launched by P&G’s Secret deodorant to combatgirl-to-girl bullying in schools. The movement “The goal is to empower all women, no matter ifreaches girls through social media and they are a victim of bullying or not, by providingchallenges them to take action online and in real tools and resources to aid in the fight against thelife. mean behavior of bullying.”Source: groundswelldiscussion.comSecret launched the movement in 2011 and has sustained activity and buzz through a series ofcampaigns, celebrity endorsements and philanthropic initiatives. A new website and packagingre-design mark Secret’s commitment to the movement and to fulfill P&G’s own purpose of makingeveryday just a little better for consumers.Today, Mean Stinks has a community of 475,000 supporters on Facebook.A social heartbeat 203,000 who saw an ad. These are 203,000 who, of their own volition, expressed solidarity withSecret unites girls around an issue they face on a Secret’s efforts.”daily basis. In a release, Secret highlighted:“The latest U.S. Department of Justice report shows30% of female students grades 6 – 12 were bulliedat school or cyberbullied during the 2009 – 2010school year.”Blogger Nicole Gordon Levine commented onthe potential value of the Mean Stinks platform:“Mean certainly does stink. I was bullied in HighSchool and wish I had an outlet like Secret’s Mean Source: Secret’s brand purpose to make a differenceStinks Campaign.”These factors undoubtedly contributed to themovement’s virality. As AdAge’s Bob Garfieldnoted:“Within a few weeks, 75,000 kids sent apologiesto peers or posted friendly graffiti. The page drew203,000 new fans in one day… These are not 3
  4. 4. Year 1: Inspiring girls to be nice In addition, Mean Stinks created a Facebook store to sell T-shirts with anti-bullying messagesMean Stinks launched in January 2011 with a Mean to spread the word, and partnered with expertStinks Facebook page and a Good Graffiti app. Rachel Simmons to support victims of bullying.Blogger Josh Eaton described the platform’s Media Post’s Tanya Irwin reported:offerings: “Simmons, an author and expert on the social“Secret’s Mean Stinks Campaign provides tools issues facing young women, has helped Secret infor girls to stand up against bullying and have a creating content for the dedicated “Mean Stinks”voice. It allows them to talk to specialists, make Facebook page that empowers young women byvideos confronting bullies or giving apologies, give providing tools for them to face the difficulties andencouragement to build up other girls (Be nice drama of bullying.”behind someone’s back), self reflect on your ownactions, and deal with the many problems that Year 2: Building a movementcome from being a teenager and going to school.They can interact with each other, be anonymous, In 2012, Secret introduced elements toand join the movement of overcoming bullying.” encourage more social shares and conversations in real life. Online, Secret encourages girls to participate in weekly challenges – such as ‘write good graffiti on your school parking lot,’ ‘create a no joke zone,’ and ‘write “mean stops here” on your hand’ – and share it on the Mean Stinks Facebook page or on Twitter and Instagram with #meanstinks. One challenge invites girls to make music videos featuring a cover of an anti-bullying song or to write their own. Secret has also conductedSource: P&G-Secret “Mean Stinks” Campaign a challenge on video crowdsourcing platform Tongal, with incentives of $40,000 to encourageThe Good Graffiti app encouraged girls to send high quality videos. These are featured onpositive messages to friends - a total of 32,000 Secret’s YouTube channel.positive messages have been sent.Source: meanstinks.com/#challenges Volume 2, Issue 5, Future of Mean Stinks January - March, 2013 Citizenship
  5. 5. Girls can also visit a Facebook app to learn about the unusual nail polish design and once they hearthe different kinds of bullying and take a quiz about the pledge, will also decide to take part in theto find out how they can help end girl-to-girl campaign.”bullying. Source: https://www.facebook.com/meanstinks These challenges have resulted in a collection of photos and videos shared on Twitter, Facebook and Instagram, and also a loyal following. As Digital Training Academy team noted in a blog post: “The long term ‘always-on’ approach meant fans kept coming back for more. The company chose a subject that resonates with its consumers, created a catchy slogan, and filled its Facebook page with ways for fans to really engage with the content and to share their experiences with others. The Mean Stinks page hit a chord among users, enough for them to keep coming back to view or share more content on a regular basis.”Source: facebook.com/meanstinksIn 2012, Secret roped in singer-songwriter DemiLovato as the brand ambassador for the MeanStinks movement and challenged girls to gangup for good with Demi and take the ‘blue pinky’challenge.Adweek noted:“For the 2012 school year, Secret evolved the focusof “Mean Stinks,” advocating for girls to “Gang Source: https://www.facebook.com/meanstinksUp for Good” and work together to put an end tobullying. Former teen star and current X Factorjudge Demi Lovato, herself a victim of bullying, was Symbolism of the #bluepinkysigned as the celebrity spokes¬person. Girls are Movements typically use symbols to unitebeing urged on social media to paint their pinky supporters and show solidarity. Writer-designernails blue as a sign of solidarity to the cause—what Steven Heller noted:they’re calling the “pinky swear.” “It may be true that every idea - especially goodExaminer’s Evelyn Block wrote that the ones - can benefit from a mnemonic. A unifying#bluepinky is designed to drive offline element, sign, symbol or code adds allure andconversations: provides a rallying point. What’s more, we all love“One of the ideas of the campaign is for young wearing labels of some kind to show our allegiancewomen to make a “pinky-swear” pledge to not bully to some thing.”their peers, and as a reminder of that promise, to Blogger Charlotte points out that spotting bluewear blue nail polish on their pinky fingers in the pinky offers a sense of hope and support tohope that other girls will become curious about victims of bullying: 5
  6. 6. “I know there were a few nice kids in the class that #bluepinky, challenges, tips and tools and peer-were prob¬a¬bly afraid to say any¬thing. I didn’t to-peer advice. As the release states:blame them for not stick¬ing up for me and likely “Unique to the site is the archived #NiceAdvicewould’ve done the same thing myself at the time. section, where girls across the country can shareHow I would’ve loved a “mean stinks” cam¬paign their experiences, offer words of encouragementback then, to see blue pinkies unit¬ing and and provide examples of how they’ve successfullystick¬ing up for me!” “Ganged Up For Good.” They can also search forYear 3: Evolution to a hub advice from girls just like them. Weekly ‘What Would You Do’ scenarios give girls the floor to shareIn late 2012, Secret launched the Mean Stinks their perspective and success stories on how theywebsite to curate social conversations taking would, or have, handled situations that could leadplace around #meanstinks, #gangupforgood and to mean behavior.”Source: meanstinks.comCommitment to a larger solutionIn addition to creating a support community for girls, Secret also encourages girls to trigger donationsto anti-bullying and girl empower programs. In 2011, girls could request coupons online or download iAdwallpapers to trigger $1 donations to Pacer’s National Bullying Prevention Center. In 2012, girls couldpurchase special Mean Stinks Clinical Strength products to trigger a $1 donation to Girls on the Run.Mommy blogger Serena wrote:“They also launched a special Mean Stinks Clinical Strength product where they will be donating $1*from the purchase of each Mean Stinks Clinical Strength sold to Girls on the Run® to fund their girlempowerment programming and help prevent mean behavior before it starts.” Volume 2, Issue 5, Future of Mean Stinks January - March, 2013 Citizenship
  7. 7. Source: youtube.com/user/SecretDeodorantSecret is also experimenting with a Gang Up For Good Kit with lesson and assembly plans to introducethe movement in schools and communities. Purpose inspired marketing At MSLGROUP, we believe that brands need a shared purpose to inspire people and drive good growth, and that companies should become PurPle (Purpose + People). According to AdAge, Secret sales rose “9% for the 26 weeks ended June 26, a period affected by the “Mean Stinks” campaign that launched in January on Facebook.” As Jim Stengel, former Global Marketing Officer at P&G said: “Great brands are built on improving the lives of the people they serve; maximum profit and high ideals aren’t incompatible but, in fact, inseparable.”Source: meanstinks.com 7
  8. 8. People’s Lab:Crowdsourcing Innovation & InsightsPeople’s Lab is MSLGROUP’s proprietary comment on other people’s content andcrowdsourcing platform and approach that collaborate to find innovative solutions.helps organizations tap into people’s insights forinnovation, storytelling and change. The People’s Lab crowdsourcing platform and approach forms the core of our distinctiveThe People’s Lab crowdsourcing platform insights and foresight approach, which consistshelps organizations build and nurture public of four elements: organic conversation analysis,or private, web or mobile, hosted or white MSLGROUP’s own insight communities, client-label communities around four pre-configured specific insights communities, and ethnographicapplication areas: Expertise Request Network, deep dives into these communities. The People’sInnovation Challenge Network, Research & Insights Quarterly Magazines showcase ourInsights Network and Contest & Activation capability in crowdsourcing and analyzingNetwork. Our community and gaming features insights from conversations and communities.encourage people to share rich content, vote/ Learn more about us at: peopleslab.mslgroup.com | twitter.com/peopleslab
  9. 9. For People’s Lab solutions, contactpascal.beucler@mslgroup.com

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