[Case Study] HE Deodorant's #LOIM2016 stirs social media

Brand

HE Deodorants

Agency

WATConsult

HE Deodorants has been doing "The League Of Interesting Men" contest since the past two years. The League of Interesting Men, 2016 presented some uber cool challenges for its fans to unleash the best of their interesting side.

Objective

The brand wanted to achieve their objective of motivating men to join the League, by putting forward the most interesting side of their personality.

LOIM has been a prime property since the last 2 years for the brand and has performed well in terms of reach and participation. Since this is a sustainable property, the brand's purpose was to revive the campaign for 2016 and make it bigger, bolder and better than the last 2 years.

Execution

The brand kicked off the campaign on 1st November, 2016. A responsive microsite was created for a 3 week campaign where users could submit their entries. Fans had to attempt seven interesting challenges posed by the brand to top the league and win exciting goodies. An entry gallery and leader-board was maintained on the site to track the top performers.

At the end of the campaign the brand selected one winner who completed tasks in the most interesting way, while daily runner ups were announced for each activity to motivate all other interesting men who had joined the league

The campaign was promoted across all social properties and garnered traction on Facebook and Twitter. People from all over India participated in various challenges and also tweeted about the League of Interesting Men. Daily challenges kept the momentum and also resulted in #LOIM2016 twitter trend during the campaign period.

Results

With over 75,000 unique website visitors, the campaign received a total of 2700+ entries over a span of 21 days. They reached out to more than 6 Million accounts across platforms, garnering a total of 8 Million impressions.

With over 1 Lakh interactions, the campaign witnessed a 23% hike as compared to last season, and thus successfully concluded LOIM 2016.