Titanium > Titanium and Integrated
BRAWNY ACADEMY
FALLON, Minneapolis / GEORGIA PACIFIC / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
In an attempt to better engage with women on an emotional level in an otherwise low-involvement category (paper products), we created “Brawny Academy.” Brawny Academy is a real place where the brand’s icon, the Brawny Man, teaches eight real men to become more helpful, more dependable husbands. Their training is documented in a nine-episode online reality show.“Brawny Academy” transformed the Brawny Man, and therefore the brand itself, into a women’s advocate by providing husbands with tools to help them in their daily lives. The webisodes are available to be streamed via the Brawny Academy microsite.
Implementation
The campaign launched with a 60-second anthem spot announcing the academy’s opening and setting up the concept of the show. After two weeks, additional spots rolled out to promote the webisodes and drive people to the site to watch them. These spots doubled as tutorials for men who couldn’t attend camp. In addition, we used virals, banners, e-mails from the Brawny Man reminding viewers that a new webisode was available, endorsement radio and PR. The site featured extras such as a downloadable field guide with lessons women could share with their men. These lessons were also placed in women’s magazines and on Brawny packaging.
Relevancy
Although “Brawny Academy” is a piece of branded entertainment, it was reviewed as a genuine reality TV show and critically acclaimed by Entertainment Weekly.Through the campaign, the brand experienced a 22-point lift in “brand that I relate to”; a 30-point increase in “purchase intent”; and a 39-point gain in “brand that supports women." Finally, there were over 32 million media impressions.But a true sign that the idea affected consumers came from women themselves. In the first week the campaign launched, Brawny received hundreds of calls from women asking how they could send their husbands to the camp.
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