Secret Deodorant

“Share your secret” taps into the “tell all” phenomenon to bond Secret Deodorant with consumers

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Challenge

  • Use Secret Deodorant’s 50th anniversary to raise awareness of Secret’s heritage, while highlighting Brand’s modern appeal

Insights

  • Secret Deodorant target is heavily engaged in today’s “tell-all” consumer culture

Strategies

  • MMC launched “Share Your Secret” campaign – urging consumers to post their secrets on shareyoursecret.com, via text messages, or in Times Square on Reuters sign, with live simulcast
    • Social media drove both event participation and media coverage
    • Branded messages posted on Gawker.com – popular site for daily news and gossip – and other key blogs, fueled traditional media coverage. Proof positive that media influences gatekeepers

Success

  • After one month, shareyoursecret.com hosted more than 104,000 viewers and more than 2.5 million page views, with 5,000 secrets posted
  • Influential online and traditional media results: 21 million+ media impressions, including Good Morning American, CBS Early Show, FOX News, New York Post, Gawker
  • Consistent Secret Deodorant positioning in media played to modern image

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