Dentyne Safe Breath Alliance

CLIENT

AGENCY

ABOUT

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 brand’s socially savvy audience and to increase overall sales of Dentyne Gum.

McCann looked to utilize Rich Media on YouTube as part of the effort to turn passive consumers into socially-sharing brand advocates.  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 engaged Modstar as their channel specialist to produce the Rich Media.

CHALLENGE

Develop Rich Media that allows visitors to submit questions about safe breath on a YouTube page and later find answers on Facebook.

SOLUTION

We began by looking at the big picture by defining what success looks like in light of the overall campaign idea.  We 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. The process 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

PRESS

PR Newswire: Dentyne Gum and the Safe Breath Alliance Ensured Celebrities Used “Protection” at Last Night’s Webby Awards