Cannes Lions

BIGGEST ASSEMBLY EVER

LEO BURNETT CHICAGO, Chicago / PROCTER & GAMBLE / 2014

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

The event was hosted at a hero school that had already taken impressive measures to create a culture of nice. An additional eight satellite schools were selected to be featured in the live-streaming event, viewed nationwide through our partnership with Google Hangouts.

We recruited host Alexis Jones, Gen Y expert, female empowerment speaker and founder of, ‘I Am That Girl’ to kick off the event with bullying stories and truths. We also teamed up with celebrity talent, Zendaya, from Disney’s ‘Shake it Up’ to contribute to the bullying stories. Both used their own personal social networks to broadcast their participation.

Outcome

Program success was measured most directly by engagement; visits to MeanStinks.com increased on the day of the assembly by over 4.5x compared to prior months, driven by direct and social referrals.

Tune-ins to the event were 6x higher than a similar anti-bullying Google Hangout live stream. Expressions (mentions, engagement and participation through Twitter, Instagram, Facebook and YouTube) were up 159% from October 2012.

Directly following the event, #MeanStinks generated 54.3M impressions and @MeanStinks generated 43.7M (91.1M Twitter impressions, total – all of which were organic). Total Facebook boosted post reach was seen to hit 1.73M.

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