Cheer digs it and gets it

Leo Burnett's challenge was to introduce P&G's Cheer laundry detergent to a new audience, millennials, and do so without a costly traditional media campaign.

Rather than try to sell the demographic a laundry brand, the agency tapped into a key emotional driver for the group, the desire to express themselves and share with the world.

The campaign featured an innovative experiential program that combined YouTube, Facebook and a technology innovation that would generate social buzz. In partnering with indie band Strange Talk, Leo Burnett created the first-ever music video that let people click on stuff they liked and win it, along with a sample of Cheer.

Every piece of the campaign drove to a Facebook event page, where people could RSVP to the release of a new interactive video experience. When the video went live, all iMedia changed to direct people to the video on the band's YouTube channel, where people were invited to search the video for hidden colourful rewards, like hoodies, leggings, tops, sunglasses, iPods or a new bike. Clues were released every day to help people find the "hotspots." To claim a prize, winners were directed back to Cheer's Facebook page, and the brand behind the experience was finally revealed.

Within two weeks of launch, the video generated over 366,000 YouTube views, which led to 63,200 Facebook fans. Interest in the video pushed it to number one on Billboard Uncharted, and Contagious magazine named it one of 2011's "Most Contagious Videos."

The campaign has won numerous international awards including Web Marketing Association Outstanding Social Media Campaign, a One Show Entertainment Bronze Pencil, One Show Interactive Merit and Facebook Studio Shortlist.