HARRY’S – BRAND CAMPAIGN
Approaching its 5-year anniversary, Harry’s released a short film titled “A Man Like You.” Throughout the video, product was featured all but once. My challenge was to ensure that social platforms were maximized to make a huge impact.
ROLE
Social Strategist
Paid Media Planner
STRATEGIC APPROACH
SET THE STAGE
With social ads and organic posts, we built hype by sharing a message that something big was coming. Eventually calling out that it was a “short film” paid off as this tactic effectively boosted reach and impressions.
START THE SHOW
Excitement surrounded the launch of this campaign and the response was sensational. While there was inevitably some negativity, we saw an overwhelming amount of gratitude from people. The majority thought it impressive for a brand to support positive mental health for men. We did, too.
SUSTAIN CONVERSATION
Additional assets were shared including BTS images. Knowing our audience were total fanboys of our entrepenuer cofounders, I proposed a sitdown interview with Andy Katz-Mayfield. In addition to the short film, this interview added a much-needed personal touch to the campaign.
PAID MEDIA PLANNING
Taking the lead on developing and executing the paid media plan, I partnered with our Acquisitions team to make sure our campaign shaved through the clutter.
PLATFORM PARTNERSHIPS
Working closely with contacts at Google and Facebook, I received intimate support to make sure our content would excel on their respective platforms.
BUDGET ALLOCATIONS
I outlined a detailed budget breakdown per platform for knockout performances. YouTube was the “wild card” platform I layered in, but our spend instantly effective and wildly efficient.
TEST THE WATERS
We shared a collection of teaser trailers in the form of social ads to prime our core audiences. This gave us an early insight into how the campaign might resonate.
GO WIDE…WITH INTENTION
We wanted to reach a large audience without losing focus. Using market research and existing customer acquisition data, I developed an optimized media plan to ensure we were getting our work in front of relevant, qualified eyes.
THE RESULTS
Facebook and Instagram were the go-to platforms for this campaign and they performed well. However, it was YouTube, the platform I championed hard for to include, that performed better than the rest. With a 32% lift in ad recall after two exposures to our ad, YouTube proved that for this campaign, not all platforms were created equal. Within 30 days, we were able to attribute social to a percentage of sales, garnered millions of views and impressions, and sparked a larger conversation with brand advocates about mental health.
- VIEW RATE – 42% (BENCHMARK: 27%-32%)
- 2.2M VIEWS WITHIN FIRST 30 DAYS (4.5M VIEWS TO DATE)
- 751% SEARCH LIFT