Pepto Bismol: Who The F*Ck Wants To Follow Pepto On Twitter?

Credits & Description:

Nomination: Health And Wellness
Category: Consumer Products: Otc Oral Medicines
Award: Silver Lion
Titile: Who The F*Ck Wants To Follow Pepto On Twitter?
Agency: Publicis North America
Brand: Procter & Gamble
Country: USA
Advertising Agency: Publicis North America, New York
Entrant Company: Publicis North America, New York
Media Agency: Publicis North America, New York
Pr Agency: Mslgroup, New York
Production Company: Mslgroup, New York
Art Director: Josh Horn (Publicis North America)
Editor: Marc Lagana (Publicis North America)
Account Supervisor : Bria Bryant (Msl)
Strategist: Nicole Sands (Publicis North America)
Art Director: Rodrigo Bistene    (Publicis North America)
Executive Creative Director: Joseph Johnson (Publicis North America)
Account Executive : Michael Emer (Publicis North America)
Connections Manager : Nicole Hamlin (Smg)
Group Account Director: Courtney Russell (Publicis North America)
Account Executive: Emily Kozniuk (Publicis North America)
Copywriter: Fernando Carrion (Publicis North America)
Chief Creative Officer: Andy Bird (Publicis North America)
Copywriter: Cuanan Cronwright (Publicis North America)
Creative Director: Jeremy Filgate (Publicis North America)
Connections Associate Director : Kristin Hammer (Smg)
Account Supervisor : Liz Defee (Msl)
Outcome:
With one tweet, we hijacked the social conversation around the launch of Happyish. In fact, if you searched for Happyish on twitter during the premier, you wouldn't find anything about the show. Because more people were sharing our idea than talking about the premier. This meant that, with one tweet, we increased Pepto's following by 27% and got 4.5 million impressions. And while Pepto was getting thousands of new followers, Happyish barely got 100. We also got traditional publicity, with publications like Forbes Magazine and The Oracle writing about the campaign, and Adweek calling us 1 of the 25 funniest brands to follow on Twitter. In summary, with one tweet, we turned a potentially negative publicity situation for Pepto, into the most successful social campaign the brand has undertaken, and got more social buzz than the premier of a new show on one of America's biggest TV networks.
Campaign Description:
We gave people a reason to follow Pepto, using the show that asked why anyone would follow us. Responding to the show, we posted a single tweet, giving Happyish fans a chance to watch Happyish on us. All they had to do to win? Follow Pepto.
Brief with projected outcomes:
Restrictions in the USA for OTC medicines range per product category. For Pepto, restrictions are imposed more strictly on broadcast advertising, which means a social promotion such as this avoids many of the stringent regulations. That said, we are not allowed to post child or animal related content on social.
Execution:
Happyish premiered on the 27th of April, 2015. During the premier, Pepto Bismol’s Twitter page was mentioned negatively. We responded in real-time, with a single tweet targeted at Happyish viewers who would inevitably visit our page thanks to the mention. The tweet incentivized Happyish viewers to follow Pepto, thus turning the potentially negative situation into a positive. In addition, during the premier, we tracked Twitter mentions of Pepto and Happyish, directing all conversation towards our campaign. And since we knew that Showtime plays reruns of premiers for a week after launch, we continued to run the campaign, as well as respond to the conversation that whole week. Although the campaign consisted of just a single tweet and responses, the scale and reach was exponentially larger. We leveraged the popularity of Showtime, one of America’s biggest TV networks, to ensure that our inexpensive promotion received more attention than the show itself.
Synopsis:
In 2015, Showtime launched their new comedy series – Happyish. To our surprise, Pepto Bismol got a mention in the premier episode. The show’s lead character, Thom Payne, asks “Who the fuck wants to follow Pepto Bismol on Twitter?” It wasn’t exactly the kind of mention we wanted. But it gave us an idea.
Strategy:
Due to Pepto’s primetime mention, we knew thousands of Happyish viewers would visit the Pepto Twitter page during the premier. Our strategy was to be ready for them. If Happyish was going to ask “who the fuck wants to follow Pepto on Twitter?”, we’d give viewers a reason to follow us. We posted a single tweet, giving Happyish fans a chance to watch Happyish on us. All they had to do to win? Follow Pepto. The tweet was posted moments after Happyish mentioned our brand, so anyone visiting our page would see it. In addition, during the premier, we tracked Twitter mentions of Pepto and Happyish and directed all conversation back towards our campaign. And since networks like Showtime play reruns of premier episodes for a week after launch, we would continue to run the promotion, as well as monitor and respond to the conversation for the whole week.