Don’t demonize candy on Halloween–celebrate it. For an oral-care brand like Crest + Oral B, it was a bold stance. And this campaign where we tricked kids into trying healthy treats and filmed their reactions was even bolder.
The centerpiece of an integrated effort, “Halloween Treats Gone Wrong” earned many accolades: Webby, Shorty, Effies, Mashies, Cannes Short lists, Adweek’s 2013 “Story of the Year,” as well as being featured on Fox, CNBC, the Today show, AOL, Huffington Post, Buzzfeed, Gawker, the L.A. Times and The Guardian. But the best honor was generating a 3% sales lift on a 2 billion dollar piece of business in just two weeks. (With a paid to earn ratio of 1 to 9.) Sweet indeed.
Various social posts helped built buzz:
The campaign also had a heavy retail presence, as we drove customers there with a downloadable coupon.
We even created promotional items called”Oral-B Pops,” a combination of toothbrushes and candy, and sent them as special, limited-time keepsakes to influencers and others in the media.
A smattering of some of the press and awards the campaign received:
Detail showing us at #1:
And of course the case study for those who want the metrics: