Make it happen Stains can strike at the most inconvenient of times, so on behalf of stain removal brand, Dr. Beckmann, we went on a mission to find out if we can rely on fellow strangers to point out our unsightly mishaps.
We devised and filmed one of the boldest social experiments ever, before sharing the content via a highly targeted campaign across digital and social media.
What we did To promote Dr. Beckmann’s Stain Devils range, we hired two actors (one male and one female), smeared their backsides with chocolate spread, and let them loose on the streets of Manchester’s Northern Quarter to gauge the public’s response.
The result? Well, boys, you’re not going to like this, but the female actor was stopped and helped seven times more often than the male actor.
The two-minute, candid-camera style social experiment was written, filmed and edited by Brazen Live, Brazen’s in-house content production arm, before being amplified across digital and social media channels.
The humorous etiquette test was picked up by the Daily Star Online, which featured it on its home page for a full day, while Brazen worked with a number of leading lifestyle bloggers through a targeted influencer campaign.
Over on social media, Brazen handled the paid-for support for the content, which contributed to the video racking up more than 1m views on the brand’s Facebook page. The CPV (cost per view) was a miniscule £0.001 with a relevancy score of 10/10, meaning the content was being served to the right people at the right time.
Results 1m video views on Dr. Beckmann’s Facebook page; National news coverage in the Daily Star Online, plus hits on a number of leading homes/lifestyle sites; £0.001 cost per view on social media; 10/10 targeting relevancy on social media