Dentyne set out to ramp up sales and increase market share. To achieve this, the brand and lead creative agency McCann launched a faux-PSA campaign around the message of “Practicing Safe Breath”. The core objectives were to engage the brands socially savvy audience and to increase overall sales of Dentyne Gum.
As part of the effort to turn passive consumers into socially-sharing brand advocates, McCann looked to utilize Rich Media on YouTube. The idea was to allow visitors to ask questions about safe breath on the front page, and later find them answered on the official Facebook page.
McCann Erickson engaged Modstar as their channel specialist to produce the Rich Media.
Develop Rich Media that allows visitors to submit questions about safe breath on a YouTube page and later find answer on Facebook.
Solution: We began by looking at the big picture by defining what success looks like in light of the overall campaign idea. Modstar spoke with McCann’s production and creative teams and Google to define success metrics. We honed a strategy to exceed expectations that considered usability, creative and technical innovations, and best practices. The idea was simple- tell the story through visually arresting motion and elegant interactivity to draw viewers in, leave a sexy and positive impression, and incites interactions and click-throughs.
Results: Modstar’s animation and technical savvy allowed us to bring the ads to life along with a process that was seamless and yielded outstanding results.
- The YouTube masthead unit received 20% higher impressions (clicks, questions entered, video initiations) than the benchmark and four times the traditional clicks seen in CPG masthead executions.
- “Both locally (at Google/YouTube), and among other CPG advertisers, we noticed a considerable amount of buzz around the highly interactive [YouTube Masthead] concept …” – Clare Robbins, Display Account Manager at Google