The Online Challenge of the 'Bounty One Sheet Challenge'

Situation:

Manning, Selvage & Lee Digital was brought in to promote an online sweepstakes from Bounty called the "One Sheet Challenge," that invited consumers to submit an original essay explaining how they use one sheet of Bounty to clean tough messes. The grand prize was a $30,000 kitchen makeover.

MS&L Digital began work on the project five weeks before the conclusion of the four-month long sweepstakes.

Challenge:

- Raise awareness of the One Sheet Challenge in target online communities during the last quarter of the program
- Drive entries to the sweepstakes
- einforce brand messaging that Bounty is the "quicker picker upper"

Audience:
U.S. Homeowners, parents, home designers, organizational enthusiasts

Strategy:

- Assembled a target list of 150 online targets in relevant subject categories
- Pitched targets with information about the sweepstakes
- Pitched targets with an offer to sample and review Bounty Paper Towel -- specifically for entry into the sweepstakes

Results:

- Thirty percent of all entries in the One Sheet Challenge were a direct result of online outreach
- Secured 39 online placements; 32 from direct outreach and 7 from the viral effect of the original posts
- Generated more than 1 million online impressions
- Messaging appeared on high-traffic sites such as AdRants.com, Slashfood.com and Hungry-Girl.com
- Placements dominated the top 80% of posts on page one of Google when using the term "One Sheet Challenge"
- Internet traffic concerning the product increased an average of 1300% (3 posts to 39) during the length of the campaign

Credit Information
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Client: Procter and Gamble
Agency: Manning, Selvage & Lee Digital (MS&L Digital)
Budget: $10,000
Date of Campaign: May - June 2007