GIVING GAMERS THE POWER TO SKIP A SHOWER​

Client: Mitchum

With declining brand metrics and sales amongst the male demographic vs. the category, Mitchum needed to inject some fresh thinking to grow awareness and sales amongst this target demographic. This is a story of how Mitchum gave gamers the power to skip a shower – and broke a world record while doing it.

To hit ambitious goals for Mitchum, we knew we had to face into where the brand was under-performing vs. the category. The answer was a male audience. We found our audience are heavy gamers and a killer stat - 30% of Brits admit they have skipped a shower to play games! We were ready to set the ultimate challenge to break the Guinness World Record for “Longest Sports (Soccer) Video Game Marathon” and still smell fresh with Mitchum!

Not only did we beat the World Record, we generated 15 million impressions, delivered 13 million video views, 790k live streams, and 469k engagements. Independent post campaign research catapulted the dial on brand metrics, awareness increased by 92%, consideration of Mitchum increased by 158%, more than doubling among the exposed audience and Mitchum moved from 7th place to 4th place within the competitor set.