Cannes Lions

PHARRELL'S HAT

LEO BURNETT TORONTO, Toronto / PROCTER & GAMBLE / 2014

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Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Gain, as a brand, is well known for its character: funny, irreverent, and unexpected. With our newsroom in full action, we only looked for the opportunities and conversations that were congruent with the brand and would feel natural for the Gain personality to comment on.

When Pharrell’s now infamous hat appeared, we knew instantly that we had a moment that was as irreverent, funny and unexpected as Gain.

As twitter blew up, our analysts identified a parody twitter account to engage with and within minutes we were one of the first brands to join in on the fun.

Outcome

Gain’s 1 tweet alone generated a 6.58% engagement rate (Twitter promoted tweet average is 1-3%). Additionally the tweet received 8,226 retweets, 6,633 Favorites, 975 Replies and a retweet by @pharrellhat to his 22,000 followers.

The incredible response earned us over 2MM earned media impressions, the equivalent of $165,181.48 in value.

Parade, USA Today and Digiday picked our tweet as one of the best of the night and the exposure helped Gain launch flings and reach the #2 position in the category.

Did we get on the radar and get people thinking about us as anything but ordinary? Yes we did.

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