5 Truth or Dare - The Marketing Society

5TruthorDare
AUniversalIdea,LocallyImagined
Execu=veSummary
In2013the5Gumbrandwasdecliningandteenswereabigreasonwhy.Sohowdidwe
getteenstothinkofourproductdifferentlyandbuymore5Gum?Wedaredthem.
WetransformedourgumpacksintoasocialgameofTruthorDare.Butwedidn’tstop
there.Were-engagedteenswiththebrandbychallengingthemtoplay5TruthorDare
withthepeopletheylovemost–theirfriendsandmajorsocialcelebriHesineachcountry.
5TruthorDareprovedtobeauniversalideathatmarketsbuiltlocallybasedontheirlocal
budget,localmediaenvironment,andmostimportantly…localyouthculture.Thegame
launchedin10countriesoveratwo-yearperiodand,asaresult,wejumpstartedsales
growth,increasedourhouseholdpenetraHonandachievedthehighestsocialengagement
ratesinthebrand’shistory.
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BACKGROUND
5Gumwaslaunchedin2007topowerfullyengageteensaroundtheworld.Earlyon,5Gumwas
successful,growingtoahalf-billiondollarglobalbrandby2010.
Butwhileithadincrediblesuccessinitsearlyyears,thebrandbegantoslowlylosemomentum
withteensin2012.Andby2013,theglobalbrandhadslippedintodecline(dollarsales-5%vs.
YA).
5Gumwasnottheonlybrandsuffering,theenHregumcategorywasdown(-4.0%vs.YA)due,
inpart,toteens’losinginterestingum.EvenlargerglobalbrandslikeExtra,Orbit,Tridentand
Doublemintweretakingahit.Butintheend,thiscategorydynamicwasparHcularlyproblemaHc
for5Gumsinceitwasbuiltforteensandbyteens.
*Sources:GlobalNielsenDollarSales2012-16,HistoricalWrigleyUse&PurchaseStudies,HistoricalNielsenHouseholdPanel
Data,TNSBrandMonitor2008
OURCHALLENGE
Wehadhigh-qualityproductanddistribuHoninplace,butwewerelosingteens’aWenHon.We
neededawaytobringthembackto5Gumthatdidn’trelyonexpensiveproductchanges.
Challenge1:5Gumwasasmallerbrand,typicallyWrigley’sthirdorfourthpriorityineach
region,solocalsupportwouldbelimited.Wewouldn’tbeabletorelyonquickfixeslike
increasingourannualmediasupportorblankeHngthemarketwithTVadverHsing.
Challenge2:Teenshadbeenstrayingfrom5Gumforthepastseveralyears,soweweren’t
goingtogetthemallbackovernight.And,weneededtorecapturetheiraWenHoninamedia
environmentthatwasmuchmorefragmentedthanwhenthebrandfirstlaunched.
Challenge3:Teensthemselves.Whileteensaroundtheworldhavesimilarneedsanddesires,
youthcultureisdifferentincountrieslikeChina,theU.S.,Canada&Australia.
OURWAYFORWARD
Weneededaglobalideathatcouldbelocallyimaginedwithoutmajorproductchanges.The
coreideaneededtobegloballyrelevantsowecouldleverageefficienciesacrossmarkets.But
theideaneededtobeflexiblesomarketscouldbuilditinawaythatmadesensegiventheir
localbudget,localmedialandscapeandlocalyouthculture.
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OURKEYOBJECTIVES
Weneededauniversalideathatcouldjumpstart5Gumwithteensandaddressthefollowing
objecHves:
(1)Reversedeclinesandgrowdollarsalesyearonyear
(2)Growpenetra=on
(3)Powerfullyre-engageyouthcultureviasocialmedia
WhilebeginningtogrowdollarsalesintheshorttermwascriHcal,householdpenetraHonisa
muchstrongerindicatorofthefuturehealthofyourbrandandthecategoryatlarge.Evena1pp
li_canaccountfor$20-$35MMinsomecountries. Whilewedidn’thavethetoolstomeasure
penetraHonli_sinallcountries,wedidhavetheabilitytomeasurepenetraHoninlarger
countrieslikeChinaandtheU.S.
STRATEGY&PLANNING
INFORMINGSTRATEGYWITHATEENTRUTH
Truth:Teenshavealwayspushedboundariestofindoutwhatthey’remadeof.It’swhat
definesthem.
Butourongoingteenresearchtoldusthattheseexperienceswerenolongerpersonal–they
wereshared.Infact,ifteenscouldn’tshareit…itdidn’thappen.Theirexperiencesaresocial
currency,anditcommunicateswhethertheyaredaring,adventurous,Hmidorshy.
Ifwecouldgiveteensawaytopushpasttheircomfortzoneandsharetheseexperiences
online…wemightbeabletorecapturetheiraWenHon.
*Sources:AnnualBBDOconsumerimmersionswithteensfrom2011-2015,XanobiaArchetypalResearch2012-14,Brainstorm:
TheTeenageBrainfromtheInsideOutbyDanielJ.Siegel,GlobalCassandraReport2014
THEINSIGHT
Teenslovetopushpasttheircomfortzone—it’sagameforthem.Buttes=ngyourpersonal
boundariesisn’tanyfunifyoucan’tshareit.
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OURIDEA
Let’stransformpacksof5GumintoagameofTruthorDareandchallengethemtoplaywith
theirfriendsandmajorinfluencersintheirculture.
BRINGINGTHEIDEATOLIFE
NomaWerwhereTruthorDarelaunched,wewantedittobeasocialgamesowecouldtapinto
teenstohelpusamplifytheeffortandmaximizeitsimpact.
First,webroughttheideatolifebytransformingourpacksof5Gumintoasocialgameof
TruthorDare.Truthsanddareswereprintedontheindividualgumfoilsinsidepacks.Aninpackcall-to-acHon,forexample#5TruthorDareinEnglishspeakingcountrieslikeCanadaandthe
US,maximizedourimpressionpotenHalbyfurtherencouragingteenstobroadcasttheirin-pack
experienceonsocialmedia.
Next,wecreatedentertainingcontentandexperiencesthatdaredpeopletoplay5Truthor
Darewiththeirfriendsandsocialcelebri=es,alsoensuringourprogramwashighlyvisible.We
knewfromglobalTruthorDareresearchthatteensweren’tinterestedinplayingTruthorDare
withabrand.Theywantedtoplaywithfriendsandthosetheyadmired,parHcularlysocial
influencers.SoeachcountryidenHfiedlocal,teen-relevantsocialinfluencerstokickoffgame
play.
Finally,weengineeredouren=remediastrategytofuelsocialgameplayandsharing.This
allowedustoleverageteensandtheirsocialnetworkstoamplifybroadreachandbuzzaround
thegame.EachcountryidenHfied2-3mediavehicleswithmassreachthatwouldallowthemto
jumpstartsocialgameplay(thepack,socialand,inmostcases,TV).
*Source:2014GlobalTruthorDareQualitaVveinU.S.,China&Europe,LifesightsCompany
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InChina,wechallengedAarifLee(oneofChina’shoWestmusician/actorsamongteens)totake
ondaresandchallengehisWeibofanstoplayaspartofalivePRevent.
hZps://www.youtube.com/watch?v=ZjaAg1kB-pc
IntheU.S.,welaunchedwithmassiveteencelebrityAusHnMahoneaskingfanstoplaythe5
GumTruthorDareChallengewithhimviasocialmediatodeterminehowhewouldarriveatthe
MTVVMAs.OurpackswerealsointegratedintovigneWesforteen-relevantTVshowsandwere
partofatwo-weekgameacrossSnapChat,Vine,Instagram,TwiWer,FacebookandYouTubewith
socialcelebrity,LoganPaul.
hZps://www.youtube.com/watch?v=N5R464MWddo
InCanada,wechallengedOlympiansnowboardersMarkandCraigMcMorristoplayTruthor
5
Darewithusthroughoutthesummer.EachweekwereleasedanewDareVideoorTruthVideo
featuringtheMcMorrisbrotherscompleHnganin-packtruthordare.Thiscontentwas
promotedonourownedsocialchannelsaswellasthebrothers’channelsacrossFacebook,
TwiWer,InstagramandYouTube.
InAustralia,wepartneredwithwell-knownMTVucorrespondentsandhadthemchallenge
studentsonthestreetsofcollegecampusestospontaneouslyplay5TruthorDarewiththem.
Gameplaywasfilmed,featuredonMTVu.comandpromotedonFacebook.
hZps://www.facebook.com/5GumANZ/app/1616578745293648
WealsotookitonestepfurtherbychallengingpeopletotheulHmategameof5TruthorDare–
infrontofpeoplethey’venevermetbefore–using16hiddencamerasanddirecHonal
Soundblazerspeakers.
APPLYINGAUNIVERSALIDEATOLOCALMARKETS
Thecoreideaof5TruthorDareisauniversalone.Itisagamethatexistsallovertheworld.So
whilemanythingsevolvedovertheyears,thiscoreideawastheconstant.
TheeffortlaunchedfirstinChina,butasitexperiencedsuccessinmarket,wedecidedtoexpand
5TruthorDarearoundtheworld.Weextendedthegametootherregionsoverthecourseof
twoyearsin10countries,whichallowedustolearnandrefinealongtheway.
Astheuniversalidearolledoutglobally,threemainelementsevolved:
Thetruthsanddaresusedduringgameplay
QualitaHveresearchtaughtusthatthepurposeofthegameisthesamearoundtheworld-to
pushpastyourcomfortzoneandhavefunintheprocess.Thatsaid,peopleindifferent
countrieschallengetheirfriendswithverydifferenttypesoftruthsordares.InChina,truths&
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dareswereinspiredbythethreemajorplaceswheregameplaytakesplace(school,workand
clubs)andwerecheekierinnature.IntheU.S./Canada/Australia,weleanedtowardsmore
romanHcandthrill-seekingdaresthatteenswouldreadilyshareonline.
Thelocalexecu=on
5TruthorDareisauniversalidea,buteachcountryexecuteditwithcontentthattappedinto
thecurrentculturalconversaHonintheirregion.Insteadofbeingforcedtorunthesamework
everywhere,eachcountrywasempoweredtobuildtheprogramwithteen-relevantchannels
andsocialinfluencersinthatcountry.
Ourbeliefinthepowerofsocial
5’smediabudgetwassmallerincomparisontomostbrandsvyingforteen’saWenHon,sowe
hadtoembracesocialandbescrappy.Wrigleydidn’thavemuchprecedentinthisspace,sowe
werehesitanttoinvestheavilyatfirst.Butwitheachnewcountrylaunchweexperimented
morewithsocialandusedourlearningtoimprovefutureefforts.Canada&Australiaendedup
usingsocialastheprimarymediavehicle…andtheirrobustsocialeffortsexperiencedthe
greatestsuccess.
*Source:2014GlobalTruthorDareQualitaVveinU.S.,China&Europe,LifesightsCompany
WHATWEREOURRESULTS?
Objec=ve1:Didwehelpreversebranddeclinesandgrowdollarsales?
Wewereabletojumpstartbrandgrowthinallfourregions.
Aber3monthsinChina,theTruthorDareeffortcontributedtoadollarsalesvelocityli_of
31%,surpassingouroriginalgoalbyoverthreeHmes.
IntheUS,wesawaturnaroundinbranddeclines(was-12%)duringtheeffort.Wesuccessfully
returnedthebrandtogrowthandexperienceddollarsalesvelocityli_sof12%whileinmarket.
InCanada,wereverseddecliningdollarsales(from-9%vs.YA),growingthebrandby1%during
theeffort.Thecampaignachieveddollarsalesgrowthof+2%duringtheeffort,thefirstgrowth
thebrandhadexperiencedsince2013.
InAustralia,thetwo-monthdigital/socialefforthelpedstemthebranddeclinesithadbeen
experiencingfor25consecuHvemonths.Dollarsalesvs.YAwere-13.5%(upfrom-25%)during
theeffort.
*Sources:Nielsen2013-2015,NielsenHouseholdPanelData2013-2014
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Objec=ve2:Wereweabletogrowpenetra=on?
InChina,weincreasedhouseholdpenetraHonby0.8ppduringtheeffort–a47%li_.(Nielsen
HouseholdPanelData2013/14)
IntheUS,base5Gumusageinhouseholdswith13-17year-oldswasactuallyup+2.3ppduring
thecore12weeksoftheeffort.(NielsenHouseholdPanelData2014)
Objec=ve3:Didwepowerfullyre-engageyouthcultureviasocialmedia?
InChina,weincreasedoursocialengagementrates(re-tweetsandcomments)increasedbysix
Hmesduringthelaunch.FollowingAarifLee’seffortsonWeibo,menHonsof5Gumincreased
by642%tobeexact.
IntheUS,socialengagementwiththe5GumbrandquadrupledduringtheeffortHmeframeand
#5TruthorDaretrendedfourHmesintheU.S(Radian6SocialListeningStudy&TwiZerAnalyVcs2014)
InCanada,weexceedednormsocialengagementratesof2%,achievinga14%social
engagementrateontheMcMorrisBrotherscontent.Theclick-throughrateonoursocial
contentwastenHmeshigherthanpredicted(achieving1.04%CTRvs.0.1%categorynorm).
(CrimsonHexagon,YouTube&FacebookAnalyVcs2015)
InAustralia,wesignificantlyexceedthecategorynormforsocialengagementrates(2-5%)
acrossdigital/social/mobileefforts(throughshares,likes,comments,etc.)byachievingan
overallengagementrateof13.3%.Thelong-formvideoofthesocialexperimentwasviewed
8.2MMHmesonYouTube(12%organic)and4.4MMHmesonFacebook(26%organic–five
Hmesthenorm).(YouTube&FacebookAnalyVcs2015)
CONCLUSION
Ratherthanapproachourchallengeinthesamewaywealwayshad–withanewproduct
launchandnewadverHsing-wedecidedtoreframehowpeoplethoughtof5Guminstead.We
madeitmorethanjustaproduct,andmadeitanexperience-onethatcouldbesharedsocially
amongteensandturnsocialacHonintoevangelism.Intheend,wedrovesalesandchanged
conversaHonaround5Gum.
WordCount(includingheadings+ExecuHveSummary):2,129
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