Cannes Lions

DROP YOUR PANTS FOR UNDERWARENESS

ORGANIC, New York / KIMBERLEY CLARK / 2015

Case Film
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Overview

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Credits

Overview

Description

We needed to show people that Depend products empower active, vibrant people to live life to the fullest. We saw how common bladder leakage is and it inspired us to rally the masses with a movement and charitable cause created to get people to rethink all things Depend.

We came up with a simple yet provocative call to action: Drop Your Pants for Underwareness. The campaign was anchored with a responsive site that educated people about incontinence with impactful visuals and video content. A fresh social initiative supported the campaign, and charitable pledges from the brand tied to shares drove further engagement while fostering new conversation around incontinence.

Research on message perception found that leveraging the statistic of “65 million strong” to underscore how many are affected by incontinence inspired confidence, empowerment, and a feeling of not being alone. We also saw staggering social media engagement statistics.

Execution

THE IDEA: Drop Your Pants for Underwareness in support of the 65 million people with bladder leaks.

:30 TV SPOT:

We illustrated how Underwareness is sweeping the nation, showing multitudes of people Dropping Their Pants and inspiring others to join in.

Print/OOH:

We encouraged trial and invited people to support the movement, driving participation with youthful copy and artwork to get people to rethink Depend.

Launch Event:

A live event featuring chart-topping band Capital Cities, Mighty Mike McGee and others publicly launched Underwareness and the $3MM commitment to it.

Corporate Video:

Kimberly-Clark lead the charge with a video featuring employees wearing Depend products at the brand’s headquarters.

Underwareness.com:

A responsive website and home of the cause. With photos and videos galore, people can relive the epic Underwareness kick-off concert and see who's Dropping Their Pants — no matter what device they're on. With each social engagement, Depend donates $1 to charity.

Outcome

While the program is still in market, initial results show positive receptivity.

Digital interaction has proven to be a strong indicator of success in encouraging discussion about incontinence, particularly for a brand that users often shy away from publicly engaging with. Underwareness messaging on social channels saw impressive increases in engagement measures, like an 80% increase in Facebook likes and a 973% increase in YouTube views, plus significant increases in video shares and subscribers.

Sales during the first month of the campaign were higher than any other month of 2015 up to that point. Category growth was 1-2 percentage points higher than during other recently successful campaigns. Website registrations increased 83% over the year-to-date monthly average, an action proven to be directly correlated to increased consumer spend. Additionally, we saw twice the amount of product engagement and a 17% increase in purchase activities over the previous year on Depend.com.

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