BrainMuffin Axe
Case
Study
“Clean
Your
Balls”
Social
Media/Television
Campaign

Table
Of
Contents
  Introduction………………… 3-4        College Student Ambassador                                 Network……………...
Introduction
 The globally esteemed Confidential!! Group Edelman approached partner        Confidential!! Campus Socialite...
Introduction
Unilever’s Axe Brand launched a large scale marketinginitiative popularly known as the “Clean Your Balls”camp...
Client
Goals/Deliverables
1.  Increasing exposure to the    “Clean Your Balls” Video    Series2. Increasing the amount of ...
Client
Process
                                Discovery
          Results/Key
                                   Plan
Of
...
Step
1
(Discovery)
                           Discovery
Axe was a special case. Normally BrainMufifn takes great pride in ...
College
Student
Blog
Network
College Student Blog Network Statistics-  Blogs and Websites: 40- Monthly Page Views:   9,827...
College
Student
Ambassador
Network
College Student Ambassador Network-  Number of Qualified Reps: 64- Direct Facebook Netw...
Step
2
(Plan
of
Action)
                    Plan
of
Action
Upon receiving the client’s input, we narrowed our list of crea...
Step
2
(Plan
of
Action)
                               Breakdown
 Phase 1 Part 1: Axe Presents “Dirty Status Updates” (12/...
Step
3
(Execution)
               Execution
                            12

Axe
Presents
Dirty
Statuses
(12/16/10-12/21/10)Assets Created:1. Provided a document including detailedinstructions and im...
Axe
Presents
Dirty
Statuses
(12/16/10-12/21/10)Results:                                 Confidential!!Page Views Specific ...
Axe
Presents
Dirty
Madlibs
(1/6/11-1/11/11)Assets Created:1. Detailed instructions and implementationguidelines document (...
Axe
Presents
Dirty
Madlibs
(1/6/11-1/11/11)Results:                                 Confidential!!Page Views Specific to C...
Axe
Presents
Dirty
Photo
captions
(1/12/11-1/18/11)Assets Created:1. Provided a document including detailedinstructions an...
Axe
Presents
Dirty
Photo
captions
(1/12/11-1/18/11)Results:Page Views Specific to Contest: 44,500                         ...
Scavenger
Hunt
(12/16/10-12/30/10)Assets Created:1. Detailed instructions and implementationguidelines document (example a...
Scavenger
Hunt
(12/16/10-12/22/10)Results:Page Views Specific to Contest: 823,322Twitter Shares: 230,286                  ...
Step
4
(Tracking)
                            Tracking
Using our proprietary “BrainMuffin’s Media Tracking Software” we tr...
Step
4
(Tracking)
                     22

Step
5
(Results
and
Key
Observations)

                         Final
Results
Page Views Specific To Contest: 5,857,965Twi...
Step
5
(Results
and
Key
Observations)

                  Key
Observations
At the end of every campaign we create a confide...
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BrainMuffin Axe Deck

  1. 1. BrainMuffin Axe
Case
Study
“Clean
Your
Balls”
Social
Media/Television
Campaign

  2. 2. Table
Of
Contents
 Introduction………………… 3-4 College Student Ambassador Network……………………….… 9 Client Goals/Deliverables… 5 Step 2 (Plan of Action)………... 10-11 Client Process………………6 Step 3 (Execution)…………….. 12-20 Step 1 (Discovery)………… 7 Step 4 (Tracking)………………. 21-22 College Student Blog Network…………………….. 8 Step 5 (Results and Key Observations)………………….. 23 Contact…………………………. 24 2

  3. 3. Introduction
 The globally esteemed Confidential!! Group Edelman approached partner Confidential!! Campus Socialite Media to solve a unique challenge for their longtime Fortune 150 client, “Unilever.” 3

  4. 4. Introduction
Unilever’s Axe Brand launched a large scale marketinginitiative popularly known as the “Clean Your Balls”campaign that had been well-received on television andneeded to be properly introduced throughout the web.BrainMuffin and CSM were tasked with taking the cleverlyworded campaign (videos, pictures and written content) andsoliciting user interaction across the internet. 4

  5. 5. Client
Goals/Deliverables
1.  Increasing exposure to the “Clean Your Balls” Video Series2. Increasing the amount of Twitter “followers” to the “@Axe” as well as their engagement3. Increasing natural (unsolicited) brand mentions across the internet 5

  6. 6. Client
Process
 Discovery
 Results/Key
 Plan
Of
 Observa6ons
 Ac6on
 Tracking
 Execu6on
 6

  7. 7. Step
1
(Discovery)
 Discovery
Axe was a special case. Normally BrainMufifn takes great pride in helping the brandidentify: how they are talked about online, what variables are most telling of brandsentiment on the web, where the largest groups of current and potential brand fans resideon the web and, most importantly, the best strategy for engaging these groups. Thisdiscovery phase has been not only integral in creating the potential for a successfulcampaign, but the information gathered by Brainmuffin and partner CSM has often beenused to define best practices internally for the clients going forward.In this particular case, Axe had up-to-date research identifying their web demographic andtracking what was being said about them. After sharing that information with our team, wetalked at length and ultimately agreed that the largest amount of current and potential Axefans resided on blogs, lifestyle websites and portals that catered to 18-26 year-old maleswith interests in: sports, women, extroverted socializing and shock humor. Some clients’fans are easier to identify than others. The client was perfect for both our “College StudentBlog Network” and our “College Student Brand Ambassador Network.” 7

  8. 8. College
Student
Blog
Network
College Student Blog Network Statistics-  Blogs and Websites: 40- Monthly Page Views: 9,827,800- Active Twitter Followers: 91,200All of our partners are vettedand have done quality work withus in the past. 8

  9. 9. College
Student
Ambassador
Network
College Student Ambassador Network-  Number of Qualified Reps: 64- Direct Facebook Network: 62,794-  Active Twitter Followers: 2,256We Have a Presence at 41 Colleges:Adelphi, SUNY Albany, U of Arizona, Arizona State University,SUNY Binghamton, SUNY Buffalo, Colby, Cornell, U ofCincinnati, Delaware, SUNY Farmingdale, U of Georgia,Hartford, Hofstra, Illinois State U, Indiana, Ithaca College, Uof Kansas, U of Loyola-Chicago, U of Maryland, Miami U, U ofMichigan, Michigan State U, U of Minnesota, SUNY New Paltz,Northwestern U, U of Mississippi, Penn State U, U ofPittsburgh, Sam Houston State U, Siena College, Syracuse U,Troy U, U of Texas-San Antonio, U of Texas-Austin, U Illinois,U of Massachusetts, U New Hampshire, U SouthernCalifornia, U of Utah, U of Wisconsin 9

  10. 10. Step
2
(Plan
of
Action)
 Plan
of
Action
Upon receiving the client’s input, we narrowed our list of creative concepts from sixteen toeight and then discussed them with our highest volume network partner websites todetermine the highest level of engagement. Within 24 hours of the meeting, we settled onthe best four ideas that would generate the most activity from both our “College StudentBlog Network” and “College Student Brand Ambassador Network.”We divided our campaign into two separate sets of concepts to start with, with an optionfor an additional two. In this particular case we opted for a gradual rollout (3-5 partnerwebsites a day) in order to increase user interaction and drive unique viewers to a new"Clean Your Balls" viral video each day. 10

  11. 11. Step
2
(Plan
of
Action)
 Breakdown
 Phase 1 Part 1: Axe Presents “Dirty Status Updates” (12/16/10-12/22/10) - Using the @Axe twitter account we challenged people to create a better innuendo-based tweet than ours. #1UpJWA Winners would be awarded client-provided giveaways. Phase 1 Part 2: Axe Presents “Dirty Mad Libs” (1/6/11-1/11/11) - Blogs would give users two words to build a sentence (hence, reverse-mad Libs). Users then would tweet their work and winners would be awarded client-provided prizes. Phase 2 Part 1: Axe Presents “Dirty Photo Captions” (1/12/10-1/19/10) - Each day chosen blogs would publish a set of innuendo-heavy pictures. Users were tasked to create the best implicit (no dirty words) captions for each image. Prizes were awarded to the best. Phase 2 Part 2: Axe Presents “Prank Call Scavenger Hunt” (1/28/10-2/4/10)* - We professionally created prank calls and posted them around the web. Users were asked to watch the videos and answer very detailed questions.11
 *= We used two initiatives
  12. 12. Step
3
(Execution)
 Execution
 12

  13. 13. Axe
Presents
Dirty
Statuses
(12/16/10-12/21/10)Assets Created:1. Provided a document including detailedinstructions and implementation guidelines forpartner sites (example available upon request)2. Pre-written client-approved article describingthe contest to readers as well as driving them toaction steps3. Detailed proprietary real-time tracking reportsto help optimize campaign on the fly (see trackingslide)4. Partner blog participation via tweeting theirown dirty statuses to set a contest example 13

  14. 14. Axe
Presents
Dirty
Statuses
(12/16/10-12/21/10)Results: Confidential!!Page Views Specific to Contest: 3,780,100Twitter Shares: 187,972 Confidential!!Video View Increases Ranging from 38%-63%(Average of 44%) in two weeksConfidential!! 14

  15. 15. Axe
Presents
Dirty
Madlibs
(1/6/11-1/11/11)Assets Created:1. Detailed instructions and implementationguidelines document (example available uponrequest)2.  Pre-written client-approved article describingthe contest to readers. Blogs also wrote theirown articles to encourage contest behavior. (twoseparate pieces of content)3. Detailed proprietary real-time tracking reportsto help optimize campaign on the fly (see trackingslide)4. Systematic (internal voting) and fulfillment ofprizes 15

  16. 16. Axe
Presents
Dirty
Madlibs
(1/6/11-1/11/11)Results: Confidential!!Page Views Specific to Contest: 1,210,043Twitter Shares: 189,003Video View Increases Ranging from 38%-63% Confidential!!(Average of 44%) in two weeks Confidential!!Diggs: 187 Confidential!!StumbleUpons: 2300 Confidential!!Bit.ly Email/IM Shares: 700 Confidential!!Total Reach: 3,500,000 new people in a week 16

  17. 17. Axe
Presents
Dirty
Photo
captions
(1/12/11-1/18/11)Assets Created:1. Provided a document including detailedinstructions and implementation guidelines forpartner sites (example available upon request) 2. Pre-written client-approved article describingthe contest to readers as well as driving them toaction steps. Blogs created their own content forphoto caption hunt as well. 3. Detailed proprietary real-time tracking reportsto help optimize campaign on the fly (see trackingslide)4. Systematic (internal voting) and fulfillment ofprizes5. Provided photos for contest (screenshot) 17

  18. 18. Axe
Presents
Dirty
Photo
captions
(1/12/11-1/18/11)Results:Page Views Specific to Contest: 44,500 Confidential!!Twitter Shares: 673,337Twitter Comments: 681 18

  19. 19. Scavenger
Hunt
(12/16/10-12/30/10)Assets Created:1. Detailed instructions and implementationguidelines document (example available uponrequest)3. Pre-written client-approved article describingthe contest to readers as well as driving them toaction steps4. Full game mechanics based on client’smarketing videos (screenshot)5. Detailed proprietary real-time tracking reportsto help optimize campaign on the fly (see trackingslide) 19

  20. 20. Scavenger
Hunt
(12/16/10-12/22/10)Results:Page Views Specific to Contest: 823,322Twitter Shares: 230,286 Confidential!!Video View Increases Ranging from 38%-63%(Average of 44%) in two weeksConfidential!! 20

  21. 21. Step
4
(Tracking)
 Tracking
Using our proprietary “BrainMuffin’s Media Tracking Software” we track the following inreal-time:- Facebook (Fans, Keywords, Posts and Shares)- Twitter (Tweets, Impact, Sentiment, Unique Authors)- Blogs (Links, Distinct Domains, Traffic, Shares)- Video (View Counts, Platforms, Comments, Users)- Keywords- Positive Sentiment- Negative Sentiment- Specific User Participation- Trends- All User Comments 21

  22. 22. Step
4
(Tracking)
 22

  23. 23. Step
5
(Results
and
Key
Observations)

 Final
Results
Page Views Specific To Contest: 5,857,965Twitter Shares: 1,280,598Video View Increases Ranging from 38%-63% (Average of 44%) in twoweeks Confidential!!Diggs: 187 Confidential!!StumbleUpons: 2300 Confidential!!Bit.ly Email/IM Shares: 700 Confidential!! 23

  24. 24. Step
5
(Results
and
Key
Observations)

 Key
Observations
At the end of every campaign we create a confidential document outlining suggestions formoving forward. The document outlines: future strategies, customer learning, processlearning and anything else we glean from our team. 24


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