Cannes Lions

ANARCHY: THE GRAPHIC NOVEL

RAZORFISH, New York / UNILEVER / 2013

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film
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Overview

Entries

Credits

Overview

Execution

The Anarchy broadcast campaign was all about fantasy. So we embraced a genre that has fueled fantasies for decades, and then reinvented it for a generation raised on the real-time web. Anarchy: The Graphic Novel was the first comic book written by – and starring – its readers.

We serialized the content over four months and hosted it across multiple digital channels. The storyline was shaped by the suggestions and votes of consumers with a new page created every two days. Passionate fans were rewarded for their engagement by being drawn into the novel in both major roles and cameo appearances.

Outcome

- 15 million+ consumers engaged with the campaign

- 1.2 million+ visited the Graphic Novel

- 7.5 million+ organic views of the Graphic Novel video trailer

- Rich Media interaction rate was 50% higher than target, with 8.2 million+ interactions

- 200 million+ earned media impressions

- Brand impression went from a score of –48 in 2011, to a +33 in 2012. (source: yougov)

Females accounted for 34% of engagement – unprecedented for AXE campaigns. Anarchy was the best-selling body spray in the United States, and AXE experienced a 10% increase in market share (year-to-date vs. 2011) – more than any competitors.

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