Everyone likes to think they can do their own home repairs but, many times, they really can’t. You become your own worst enemy; the Mayhem is you.

To prove it, we made an example out of four real people who damaged their own homes while trying to fix them. Then we used those stories to turn these unsuspecting DIY’ers into our spokespeople.

Mayhem called out the four do-it-yourselfers on social media and became them on TV. He then turned them into a social media contest to crown one of them Worst DIY’er in America.

TV spots broadcast the DIY’ers’ Twitter handles enabling the public to interact with these unwitting brand ambassadors. The spots also pushed to Twitter and a microsite where people could vote.

The DIY’ers instant fame caught them by surprise. They then used their social media channels to drum up votes, elaborate on their stories, and spread our message, to a large, newfound audience.

To make sure the DIY’ers never DIY’ed again, Mayhem gave their tools away to select audience members interacting with them online.

After a week, the winning DIY’er, Caleb Gauff, was announced during the College Football National Championship Game. During the game a commercial, based on Caleb’s true story, was aired featuring Mayhem as Caleb.

The campaign objectives were to create participation with the brand and create awareness among the college alumni audience.

In a little over a week we received over 30MM impressions across Facebook and Twitter alone. Six million people actively participated, helping crown the worst of the worst. Engagement was 44% above average, providing Allstate 6MM leads.

DIY Mayhem turned the four unsuspecting DIY’ers into mini-celebrities, landing them on broadcast news and other media outlets They interacted with people directly through their newly-publicized social media channels, spreading their stories and our message and serving as living, breathing embodiments of Allstate’s warning about the dangers of DIY home repair.

As a bonus Allstate also increased their fan base, gaining 7k new Facebook followers and almost 10k new Twitter followers, an 11% increase in just 10 days.