Cannes Lions

SHOWER STORIES

STARCOM MEDIAVEST GROUP, Mexico / PROCTER & GAMBLE / 2013

Case Film
Case Film
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Overview

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Credits

Overview

Description

Branded Entertainment in Mexico continues to progressively develop because televisions networks welcome new forms of advertising that go beyond the 60" spots. Although Mexicans still consume more television and radio than any other medium, internet consumption leads for young adults. Aside from young consumers being technological savvy and socially active, they are tuning out brand messages en masse.

So big advertising like Procter & Gamble, world renowned for being storyteller marketers, the creators of Soap Operas, have been turning to innovative content that's social at the heart to better engage and change consumer behavior in the youth market.

Execution

'Shower Stories' was an original production of six, 60-second episodes aired on national TV. We also created a Zest-branded YouTube channel to house the videos and reach more people for social impact and measurement.

We also took the concept to retail, focusing on making the content come alive in the path to purchase. At stores, we installed mock shower booths where everyone, including kids, adults, young adults, were suddenly interested in getting things off their chests. We extended the campaign by inviting people to submit their own videos to YouTube and promised prizes for the funniest videos uploaded online. And because we were water-conscious, we asked that shower videos were limited to one minute! The videos came flooding in and ranged from the sublime to the absurd but the common factor was always their bar of Zest.

Outcome

The relevancy of this content opened doors for Paid, Owned and Earned Media to garner unprecedented results. “Shower Stories” validated the effectiveness of communicating a simple yet meaningful brand message, one that’s driven by content and community engagement. Sharing can reinvigorate a brand even in the face of fierce competition and familiar product features. Zest’s YouTube channel has earned 2.4 million unique views to date and built a community who shares real-life confessions and heartfelt messages. Of course, it doesn’t hurt to move the bottom line. Since the start of our campaign, Zest’s sales have increased by 23%.

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