Given the high cost of creating and airing TV spots in the US, Dawn was desperate to find more efficient ways to entertain and engage consumers. Add to that, the fact that the US internet is fast becoming a close second to TV viewership, Dawn needed to look outside its comfort zone and speak to consumers online.

Furthermore, given that YouTube is the 2nd largest search engine in the US, creating our own YouTube channel made sense for a brand whose message--saving wildlife--was so pertinent to YouTube viewers and could be brought to life so dynamically via video.

"The Big Picture" is a 9-part documentary series about Dawn's commitment to its wildlife partners, helping to save animals affected by oil spills and other environmental stresses. In each episode, we meet scientists and volunteers who are making great strides in wildlife protection everyday. The success of their efforts is told through the stories of ducks, seals, pelicans and sea lions. And in every episode, we learn the little things we can do to help that will make the biggest difference. The online series is now playing on DawnSavesWildlife.com.

Dawn became a brand consumers bought into…not just a product they purchase.

We immediately engaged consumers; in just a few months there were over 11.8 views of our docu-series and over 698K visits to our microsite. Our social engagement skyrocketed, our Facebook fanbase increasing by 34%.

We also grew Dawn market share by 1.2% vs. year ago in an incredibly competitive environment in which we stood to loose 8 share points. Dawn’s share grew at the expense of Palmolive and sales increased at a 109 IYA and volume at a 110 IYA.