Broadcast networks regulate commercials in oral care – mostly related to claims of efficacy and results - teeth whiteners removing X amount of stains, toothpastes cleaning X times better than the leading toothpaste, and within the Rinse category efficacy claims at removing X amount of bad breath bacteria are just a few examples.

To use these claims in advertising, clinical and preferential studies are conducted and communicated in letters of substantiation to broadcast networks. Networks can then request revisions to the spot be made or refuse to run the spot.

Since the creative work ran digitally and did not contain any efficacy claims, P&G legal was the only regulatory body to vet the Scope Bacon campaign.

The Challenge

Identify an ownable, key topical area for Scope to bring its campaign Courage Encouraged to life.

Objective

To connect Scope into the buzz excitement, and consumer engagement around April Fool’s Day with the objective of increasing brand exposure (specifically engagement and earned impressions).

Strategy

We launched a fake product, Scope Bacon, the week before April Fool’s Day, planned over 3 Phases – Launch, Boost and Reveal - to successfully break through the clutter.

Execution

Launch - Our online video was seeded on owned digital platforms (Scope website and YouTube page) and placed teasers with 200 infuencers to start talking. Scope website was reskinned to feature Scope Bacon.

Boost – Paid support commences via digital takeovers, promoted Tweets, and boosted Facebook ads to launch the announcement of Scope Bacon to consumers. Buzzfeed custom content launched as well as a USA Today print ad to further trick consumers.

Reveal - On April 1, Scope revealed the prank via social media blasts and inclusion in April Fool’s prank roundup stories in media.

Outcome

The campaign week 3/27/13–4/3/13 resulted in +1 billion impressions, over 868 million earned impressions, a paid:earned ratio of 1:5, 7.5 million video views and +30,000 new Facebook fans.

The business objective was to gain paid and earned impressions, and consumer engagement, with the communications objective of building brand awareness and affinity. Our marketing objective was to make this happen by connecting Scope into the buzz, excitement, and consumer engagement around April Fools’ Day in North America.

Scope’s campaign targeted young (and young-at-heart) fresh breath seekers talking about the courage and the confidence that fresh breath gives you to engage them in a low-interest category.

Launch – 3/27-3/31

Our online video was seeded on owned digital platforms (Scope website and YouTube page) and placed teasers with 200 editors and infuencers. Scope owned digital properties and Scope social media platforms website was reskinned to feature Scope Bacon.

Boost – 4/1 am

Paid support commenced via digital takeovers, promoted Tweets, and boosted Facebook ads to launch the announcement of Scope Bacon to consumers and drive video views. Buzzfeed custom content, “Unexpected Things That Became Huge Successes” and “Amazing Headlines Involving Bacon,” launched as well as a USA Today print ad. Our community manager replied to social posts in a way that encouraged conversation and reinforced the legitimacy of the product.

Reveal – 4/1 pm

Scope revealed the prank via social media blasts via Twitter and Facebook and inclusion in April Fool’s prank roundup stories in media. Consumers were also offered coupons for the real Scope products on the microsite.

The launch was immediately picked up by the media and gained momentum globally, with features in wide-reaching media like Mashable, USA Today, CNN, and Huffington Post. In a week we had over 1 billion impressions, 868 million of which were earned, with a paid: earned ratio of 1:5-- completely exceeding expectations. The video also over-delivered, with over 7.5 million views. We even gained over 30,000 Facebook fans without asking anyone to 'Like' our page. We got the ultimate consumer approval: their willingness to share Scope content with their own networks in record numbers -- on Facebook alone over 230,000 times.

The brand understands that people talk about what is timely and relevant, so we took advantage of April Fools’ to showcase our fun brand character and catch America’s attention, as a well-planned prank requires confidence and courage. What else are people talking about? Bacon. In an era where EVERYTHING is bacon flavored, we played our own joke with the launch of Scope Bacon that left America in awe.

The Oral Care category is cluttered – visit drugstore aisles and the options are endless. Over $200 million media dollars are spent each year to promote products including Paste, Brush, Rinse, Whitening Kits, Floss and Denture Care, making it difficult for Brands to break through the clutter.

Competitors have two ways to stand out: spend a ton of media dollars or create compelling advertising that breaks through and drives brand preference. While most brands default to option 1 (spending heavily in media) with lackluster advertising, we took advantage of topicality around April Fool’s Day with engaging content to break through the clutter.