Bold Soothing Squeeze digital campaign
Digital viral campaign for Proctor & Gamble's Bold 2 in 1 Gel
for Proctor & Gamble
A simple microsite allowed the user to create an avatar of themselves and of a recipient to receive a soothing squeeze (the messaging of the above the line campaign).
The personalisation of the avatar was accompanied by a message from the user.
The recipient was then sent a personalised email message with a hug from their avatar friend and a call to action for the user to pass on the hug to other friends and family members.
Over 40,000 users sent an email, making the cost per engagement for P&G as little as 50 pence….cheaper and much more effective given the level of engagement than that of paid search.