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BIGGEST ASSEMBLY EVER

basics
Industry: Beauty & Health
Media:Cyber
Market:United States
Style: Minimalism
descriptioncnen
Creative Execution:
The event was hosted at a hero school that had already taken impressive measures to create a culture of nice. An additional eight satellite schools were selected to be featured in the live-streaming event, viewed nationwide through our partnership with Google Hangouts.

We recruited host Alexis Jones, Gen Y expert, female empowerment speaker and founder of, ‘I Am That Girl’ to kick off the event with bullying stories and truths. We also teamed up with celebrity talent, Zendaya, from Disney’s ‘Shake it Up’ to contribute to the bullying stories. Both used their own personal social networks to broadcast their participation.

Program success was measured most directly by engagement; visits to MeanStinks.com increased on the day of the assembly by over 4.5x compared to prior months, driven by direct and social referrals.

Tune-ins to the event were 6x higher than a similar anti-bullying Google Hangout live stream. Expressions (mentions, engagement and participation through Twitter, Instagram, Facebook and YouTube) were up 159% from October 2012.

Directly following the event, #MeanStinks generated 54.3M impressions and @MeanStinks generated 43.7M (91.1M Twitter impressions, total – all of which were organic). Total Facebook boosted post reach was seen to hit 1.73M.

Every year, millions of teens in the United States suffer from rampant bullying where they can’t escape - in schools and across social networks. At the same age that girls start using deodorant, they also enter a time in life when the impact of bullying can be the most severe.

Bullying, which starts with fear and results in fear, has presented itself as an important conversation for Secret, a brand whose purpose is to help women of all ages live fearlessly. This intersection of physical and emotional growth for the teen target has proven to be the sweet spot for the Mean Stinks campaign.

In an attempt to change the culture within schools, we created the first ever, nation-wide, live-streaming, real-time assembly, The Biggest. Assembly. Ever. Through this activation, we joined thousands of students across the country in an anti-bullying assembly during October, anti-bullying month.
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Other credit:Creative Technologist: Kevin McGlone
Digital Development Director: Mark Renshaw
Digital Producer: Andrea Lyons, Rachelle Sartini Garner
Media Agency: Starcom MediaVest Group
Public Relations: Marina Maher Communications
Strategic Director: Jason Parker
awards
Cannes Lions International Festival of Creativity 2014
Silver Cyber
Innovative Use of Social or Community (including emerging platforms for brands)
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