Cannes Lions

SUAVE/MOBILE PHONES

MINDSHARE, New York / UNILEVER / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

The series consisted of humorous webisodes centred on motherhood, created from scripts provided by real moms; an idea conceived and executed by the media agency. Strategic media placements encouraged moms everywhere to help us create the first-ever online series for moms, by moms, by submitting stories based on their funny, no-holds-barred experiences of motherhood. More than 3,000 scripts were voted on by nearly 60,000 consumers, and the winners were brought to life by Hollywood screenwriters. Final webisodes, each one produced in two short weeks, starred movie actress Jenny McCarthy, popular American TV star Leah Remini and comedienne Chelsea Handler. Webisodes were distributed on all three screens, TV, Internet and Mobile, for moms everywhere to see. This is the first time user-generated content has been taken to the next level through professional production and celebrity talent.

Outcome

Exceeded goal for Suave share increase, a result tied directly to campaign per ROI analytics.Sprint: brand favourability, consideration, intent to investigate over competition measures increased significantly.15million video views – larger audience than most television programs.7.4million site visits.$50million in media value from PR.Renewed program.

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