Schools in the U.S., particularly public schools, are very restrictive regarding the type of content allowed within their walls. Brands and commercial communication are highly limited.

If a brand wants to communicate to students in school, it must make a resounding case for the benefit of its content. Secret Mean Stinks delivers value by addressing a major social issue- bullying - head-on. Hungry for the educational tools provided by Secret, schools opened their doors and welcomed the branded content.

For the Takeover, social posts were a key component to promotion and participation.

Paid social posts plus celebrity posts boosted awareness leading up to the event. One by one, intrigued teachers signed up to participate.

During the assembly, students were instructed to pull out their mobile phones at designated times and “take over” one mobile platform at a time. Students participating were thrilled to use their phones in school, and the social footprint expanded to millions of impressions.

Teachers were excited about the event. More than 2,000 schools RSVPd for the event and over 40,000 students participated.

Online, the Takeover message was spread far & wide. #MeanStinks was a top-trending hashtag on Twitter. Instagram, Facebook & Snapchat lit up with positive messages. Secret saw photos and videos from girls across the nation supporting its cause in real-time.