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Secret Deodorant
Project type
Influencer Campaign
Date
2013
Industry
CPG
BACKGROUND:
Secret, along with Marina Maher Communications, partnered with 64-year-old swimmer Diana Nyad and her team to document an unprecedented journey in real-time through social media, giving the world an exclusive and never-before-seen window into what Nyad vowed would be her last attempt at the 110-mile swim from Florida to Cuba.
OBJECTIVE:
Drive engagement around #FearlessNyad via real-time social media takeover
THE EXECUTION:
In order to capture each moment live, our team focused on Twitter to drive conversation, fueled by a new (at the time) keyword targeting feature for Twitter ads. Secret handed over its handle to Diana's team before and during parts of her swim, while also responding to fan/consumer conversations, promoting tweets along the way, particularly at key moments of her swim.
RESULTS:
PR News: Digital PR Award Winner
Twitter
- #FearlessNyad was mentioned 8.9K times with 23.2 million impressions
- Organic pickup of the hashtag by influencers including celebrities, professional sports teams, and other brands
- @SecretDeodorant earned 1.2K mentions with 3.9 million impressions
- The Diana Nyad Twitter ads had a 3.64% engagement rate, which was 3x more than the average for Twitter at the time
Facebook
- Total reach of 534K for all three organic posts
- Top engagement rate of 10.18% and an average of 6.4%
