SlideShare a Scribd company logo
1 of 5
Download to read offline
Zippo- #SharethePain
Campaign
Case Study
Objective:
#ShareThePain aimed to elevate the
awareness of the strong emotional bond that
exists between a Zippo lighter and its proud
owner.
Insight:
Zippo’s “social mining” proved that
consumers go online to rant about losing
their precious, much loved Zippo lighters.
To engage Zippo fans around the world,
Zippo rolled out a global integrated
campaign designed to reach its target
audience in a unique and compelling way.
The campaign offered consumers a network
of support to comfort them over the sadness
of losing a precious Zippo lighter.
To further support this insight we carried out
a global survey on the most commonly lost
objects and gathered interesting conclusions.
Execution:
When consumers shared the pain of their lost
Zippo lighters on social media, responding on
behalf of Zippo was the toughest guy in the
world - Jax ‘No Pain’ McFlame. Jax is tough
enough to endure any physical pain, but the
emotional pain of losing a Zippo lighter breaks
him.
Jax was on hand throughout the campaign to
commiserate and counsel consumers and
influencers who #ShareThePain of their lost
Zippo lighters. Personalized responses and words
of wisdom helped consumers through their
tough time. In doing so, Zippo drew attention to
just how precious and personal a Zippo lighter is
to its owner.
Jax’s humor, wit, and tough love, intended to
comfort consumers in their time of grief. Jax and
the #ShareThePain campaign were introduced to
consumers via a hilarious short film seeded out
across key video sharing sites, traditional media
relations activity, and social media. The
campaign launch was supported with research
from our lost survey which detailed the most
commonly lost items around the world and
which country spent the most time looking for
The campaign crescendo saw Jax McFlame
sending out almost instantaneous personalised
video responses to consumers who posted about
their lost Zippo lighter. All the campaign content
was housed within the #ShareThePain micro-
site, a hub for consumers to visit to see the trailer
and also tell Jax about the latest item they have
lost, which sparked an automated video response
from Jax McFlame himself.
Over a 3 day period, a team of creatives, digital
strategists, developers and producers filmed over
51 personalized video responses around the
clock, responding to fans in real time about the
pain and sadness of losing their Zippo lighter.
All markets supported the social elements of the
campaign via traditional media, securing nearly
1,000 pieces of global coverage. Interesting
stories of lost and found Zippo lighters from
across the brand’s 82 year history were featured
in leading publications around the world
including GQ, Rolling Stone and ABC news
channel to name a few.
Results:
Stats:
1. Total Coverage (India) : 284 clips
2. Total Media Reach (India) : 104.6 million
3. Organic increase of over 8,500 fans on Zippo Facebook and Twitter
4. Total Coverage (Global) : 1,000 clips
5. The microsite received over 27,247 organic views during the 5 week campaign
6. The campaign reached over 3,401,898 individual consumer accounts on
Facebook and Twitter
7. The campaign generated over 14,898,024 million impressions on Facebook
and Twitter worldwide

More Related Content

What's hot

Innocent France Facebook Page Analysis
Innocent France Facebook Page AnalysisInnocent France Facebook Page Analysis
Innocent France Facebook Page Analysiscbeaussant
 
Share a Coke
Share a Coke Share a Coke
Share a Coke jinlinpan
 
Snow ball effect case study
Snow ball effect case studySnow ball effect case study
Snow ball effect case studyMediaPost
 
Cold Cereal is my favorite breakfast food and the most popular breakfast food...
Cold Cereal is my favorite breakfast food and the most popular breakfast food...Cold Cereal is my favorite breakfast food and the most popular breakfast food...
Cold Cereal is my favorite breakfast food and the most popular breakfast food...Stephen McConahy
 
Share A Coke: Case Study
Share A Coke: Case StudyShare A Coke: Case Study
Share A Coke: Case StudyRanzelle Go
 

What's hot (10)

Innocent France Facebook Page Analysis
Innocent France Facebook Page AnalysisInnocent France Facebook Page Analysis
Innocent France Facebook Page Analysis
 
Share a Coke
Share a Coke Share a Coke
Share a Coke
 
Snow ball effect case study
Snow ball effect case studySnow ball effect case study
Snow ball effect case study
 
What the gif
What the gifWhat the gif
What the gif
 
Ldoba1
Ldoba1Ldoba1
Ldoba1
 
Ldoba3
Ldoba3Ldoba3
Ldoba3
 
Cold Cereal is my favorite breakfast food and the most popular breakfast food...
Cold Cereal is my favorite breakfast food and the most popular breakfast food...Cold Cereal is my favorite breakfast food and the most popular breakfast food...
Cold Cereal is my favorite breakfast food and the most popular breakfast food...
 
Share A Coke: Case Study
Share A Coke: Case StudyShare A Coke: Case Study
Share A Coke: Case Study
 
Old spice final
Old spice final Old spice final
Old spice final
 
Ignition 5 26.11.12
Ignition 5 26.11.12Ignition 5 26.11.12
Ignition 5 26.11.12
 

Viewers also liked

Automobile June-July 2014
Automobile June-July 2014Automobile June-July 2014
Automobile June-July 2014Social Samosa
 
The c suite guide to social media adoption
The c suite guide to social media adoptionThe c suite guide to social media adoption
The c suite guide to social media adoptionSocial Samosa
 
Why Choose Social Media as a Career Option?
Why Choose Social Media as a Career Option?Why Choose Social Media as a Career Option?
Why Choose Social Media as a Career Option?Social Samosa
 
Social Media Tool Feature: KonnectSocial [Sample Report]
Social Media Tool Feature: KonnectSocial [Sample Report]Social Media Tool Feature: KonnectSocial [Sample Report]
Social Media Tool Feature: KonnectSocial [Sample Report]Social Samosa
 
How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%
How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%
How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%Social Samosa
 
[Report] Union Budget Social Media Analysis
[Report] Union Budget Social Media Analysis[Report] Union Budget Social Media Analysis
[Report] Union Budget Social Media AnalysisSocial Samosa
 
Most Mentioned Political Leaders on Social Media in India [Report]
Most Mentioned Political Leaders on Social Media in India [Report]Most Mentioned Political Leaders on Social Media in India [Report]
Most Mentioned Political Leaders on Social Media in India [Report]Social Samosa
 
Bollywood stars on social media
Bollywood stars on social mediaBollywood stars on social media
Bollywood stars on social mediaSocial Samosa
 
Social Media Case Study: Student of the Year
Social Media Case Study: Student of the YearSocial Media Case Study: Student of the Year
Social Media Case Study: Student of the YearSocial Samosa
 

Viewers also liked (9)

Automobile June-July 2014
Automobile June-July 2014Automobile June-July 2014
Automobile June-July 2014
 
The c suite guide to social media adoption
The c suite guide to social media adoptionThe c suite guide to social media adoption
The c suite guide to social media adoption
 
Why Choose Social Media as a Career Option?
Why Choose Social Media as a Career Option?Why Choose Social Media as a Career Option?
Why Choose Social Media as a Career Option?
 
Social Media Tool Feature: KonnectSocial [Sample Report]
Social Media Tool Feature: KonnectSocial [Sample Report]Social Media Tool Feature: KonnectSocial [Sample Report]
Social Media Tool Feature: KonnectSocial [Sample Report]
 
How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%
How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%
How Content Marketing & Contests Increased Gaadi.com's Online Engagement by 400%
 
[Report] Union Budget Social Media Analysis
[Report] Union Budget Social Media Analysis[Report] Union Budget Social Media Analysis
[Report] Union Budget Social Media Analysis
 
Most Mentioned Political Leaders on Social Media in India [Report]
Most Mentioned Political Leaders on Social Media in India [Report]Most Mentioned Political Leaders on Social Media in India [Report]
Most Mentioned Political Leaders on Social Media in India [Report]
 
Bollywood stars on social media
Bollywood stars on social mediaBollywood stars on social media
Bollywood stars on social media
 
Social Media Case Study: Student of the Year
Social Media Case Study: Student of the YearSocial Media Case Study: Student of the Year
Social Media Case Study: Student of the Year
 

Similar to Zippo: Share The Pain Campaign

How to win an award at Cannes Lions, D&AD and CLIO - for PR
How to win an award at Cannes Lions, D&AD and CLIO - for PRHow to win an award at Cannes Lions, D&AD and CLIO - for PR
How to win an award at Cannes Lions, D&AD and CLIO - for PRpssst... Petra Sammer
 
Bonsey Jaden - Best Practice Social Campaign, June Report 2019
Bonsey Jaden - Best Practice Social Campaign, June Report 2019Bonsey Jaden - Best Practice Social Campaign, June Report 2019
Bonsey Jaden - Best Practice Social Campaign, June Report 2019bonseyjaden
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018Canvas8
 
Message content activation: Winning campaigns in the new communications lands...
Message content activation: Winning campaigns in the new communications lands...Message content activation: Winning campaigns in the new communications lands...
Message content activation: Winning campaigns in the new communications lands...Neo
 
Social media marketing for small publishing houses
Social media marketing for small publishing housesSocial media marketing for small publishing houses
Social media marketing for small publishing housesJulia Zanoletti
 
How to build your brand on social media with illustrative examples and measur...
How to build your brand on social media with illustrative examples and measur...How to build your brand on social media with illustrative examples and measur...
How to build your brand on social media with illustrative examples and measur...Sambit Kumar Dwivedi
 
Social media trends 2020
Social media trends 2020Social media trends 2020
Social media trends 2020Jamie Maple
 
2012 social media campaigns
2012 social media campaigns2012 social media campaigns
2012 social media campaignsYomego
 
100 Bullet Points from #CannesLions 2011 by @jessedee
100 Bullet Points from #CannesLions 2011 by @jessedee100 Bullet Points from #CannesLions 2011 by @jessedee
100 Bullet Points from #CannesLions 2011 by @jessedeeJesse Desjardins - @jessedee
 
CALL-TO-RESEARCH | sample presentation
CALL-TO-RESEARCH | sample presentationCALL-TO-RESEARCH | sample presentation
CALL-TO-RESEARCH | sample presentationCALL-TO-RESEARCH
 
Does social media impact my brand equity
Does social media impact my brand equityDoes social media impact my brand equity
Does social media impact my brand equitySuhasini Jain
 
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!Let's Goo Social
 
Influencer Marketing and COVID-19
Influencer Marketing and COVID-19Influencer Marketing and COVID-19
Influencer Marketing and COVID-19Harsha MV
 
Social Media Marketing Campaign
Social Media Marketing CampaignSocial Media Marketing Campaign
Social Media Marketing CampaignRonnie Rodriguez
 
Social Media Assignment - Gozoop
Social Media Assignment - GozoopSocial Media Assignment - Gozoop
Social Media Assignment - GozoopBob Ferns
 

Similar to Zippo: Share The Pain Campaign (20)

How to win an award at Cannes Lions, D&AD and CLIO - for PR
How to win an award at Cannes Lions, D&AD and CLIO - for PRHow to win an award at Cannes Lions, D&AD and CLIO - for PR
How to win an award at Cannes Lions, D&AD and CLIO - for PR
 
Brand ants parlehippo
Brand ants parlehippoBrand ants parlehippo
Brand ants parlehippo
 
Snapple Plansbook
Snapple PlansbookSnapple Plansbook
Snapple Plansbook
 
Snapple Plansbook
Snapple PlansbookSnapple Plansbook
Snapple Plansbook
 
Plansbook
PlansbookPlansbook
Plansbook
 
Bonsey Jaden - Best Practice Social Campaign, June Report 2019
Bonsey Jaden - Best Practice Social Campaign, June Report 2019Bonsey Jaden - Best Practice Social Campaign, June Report 2019
Bonsey Jaden - Best Practice Social Campaign, June Report 2019
 
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
A behavioural breakdown of 8 winning campaigns from Cannes Lion 2018
 
Message content activation: Winning campaigns in the new communications lands...
Message content activation: Winning campaigns in the new communications lands...Message content activation: Winning campaigns in the new communications lands...
Message content activation: Winning campaigns in the new communications lands...
 
Digital cases
Digital casesDigital cases
Digital cases
 
Social media marketing for small publishing houses
Social media marketing for small publishing housesSocial media marketing for small publishing houses
Social media marketing for small publishing houses
 
How to build your brand on social media with illustrative examples and measur...
How to build your brand on social media with illustrative examples and measur...How to build your brand on social media with illustrative examples and measur...
How to build your brand on social media with illustrative examples and measur...
 
Social media trends 2020
Social media trends 2020Social media trends 2020
Social media trends 2020
 
2012 social media campaigns
2012 social media campaigns2012 social media campaigns
2012 social media campaigns
 
100 Bullet Points from #CannesLions 2011 by @jessedee
100 Bullet Points from #CannesLions 2011 by @jessedee100 Bullet Points from #CannesLions 2011 by @jessedee
100 Bullet Points from #CannesLions 2011 by @jessedee
 
CALL-TO-RESEARCH | sample presentation
CALL-TO-RESEARCH | sample presentationCALL-TO-RESEARCH | sample presentation
CALL-TO-RESEARCH | sample presentation
 
Does social media impact my brand equity
Does social media impact my brand equityDoes social media impact my brand equity
Does social media impact my brand equity
 
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
 
Influencer Marketing and COVID-19
Influencer Marketing and COVID-19Influencer Marketing and COVID-19
Influencer Marketing and COVID-19
 
Social Media Marketing Campaign
Social Media Marketing CampaignSocial Media Marketing Campaign
Social Media Marketing Campaign
 
Social Media Assignment - Gozoop
Social Media Assignment - GozoopSocial Media Assignment - Gozoop
Social Media Assignment - Gozoop
 

More from Social Samosa

LinkedIn-Deep-Sales-Playbook-Report-.pdf
LinkedIn-Deep-Sales-Playbook-Report-.pdfLinkedIn-Deep-Sales-Playbook-Report-.pdf
LinkedIn-Deep-Sales-Playbook-Report-.pdfSocial Samosa
 
Brand Trust Report 2024 TRA Report Listings
Brand Trust Report 2024 TRA Report ListingsBrand Trust Report 2024 TRA Report Listings
Brand Trust Report 2024 TRA Report ListingsSocial Samosa
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfSocial Samosa
 
Voter engagement - Election iCubesWire Report
Voter engagement - Election iCubesWire ReportVoter engagement - Election iCubesWire Report
Voter engagement - Election iCubesWire ReportSocial Samosa
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023Social Samosa
 
D2C Advantage X Toolkit MMA Global & Publicis Commerce
D2C Advantage X Toolkit MMA Global & Publicis CommerceD2C Advantage X Toolkit MMA Global & Publicis Commerce
D2C Advantage X Toolkit MMA Global & Publicis CommerceSocial Samosa
 
Report on the future of Digital Advertising in India
Report on the future of Digital Advertising in IndiaReport on the future of Digital Advertising in India
Report on the future of Digital Advertising in IndiaSocial Samosa
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfSocial Samosa
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfSocial Samosa
 
TAM AdEx - Reviewing the GEC Genre in 2023.pdf
TAM AdEx - Reviewing the GEC Genre in 2023.pdfTAM AdEx - Reviewing the GEC Genre in 2023.pdf
TAM AdEx - Reviewing the GEC Genre in 2023.pdfSocial Samosa
 
TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf
TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdfTAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf
TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdfSocial Samosa
 
Agency premier league guidebook (2).pdf
Agency premier league guidebook (2).pdfAgency premier league guidebook (2).pdf
Agency premier league guidebook (2).pdfSocial Samosa
 
Agency premier league guidebook .pdf
Agency premier league guidebook .pdfAgency premier league guidebook .pdf
Agency premier league guidebook .pdfSocial Samosa
 
E-commerce Content Analysis - Report by ODN
E-commerce Content Analysis - Report by ODNE-commerce Content Analysis - Report by ODN
E-commerce Content Analysis - Report by ODNSocial Samosa
 
TAM AdEx 2023 Television Advertising Recap
TAM AdEx 2023 Television Advertising RecapTAM AdEx 2023 Television Advertising Recap
TAM AdEx 2023 Television Advertising RecapSocial Samosa
 

More from Social Samosa (20)

LinkedIn-Deep-Sales-Playbook-Report-.pdf
LinkedIn-Deep-Sales-Playbook-Report-.pdfLinkedIn-Deep-Sales-Playbook-Report-.pdf
LinkedIn-Deep-Sales-Playbook-Report-.pdf
 
Brand Trust Report 2024 TRA Report Listings
Brand Trust Report 2024 TRA Report ListingsBrand Trust Report 2024 TRA Report Listings
Brand Trust Report 2024 TRA Report Listings
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdfTheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
TheOrmaxSportsAudienceReport2024-MediaHighlights.pdf
 
Voter engagement - Election iCubesWire Report
Voter engagement - Election iCubesWire ReportVoter engagement - Election iCubesWire Report
Voter engagement - Election iCubesWire Report
 
TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023TAM AdEx report - Print Advertising 2023
TAM AdEx report - Print Advertising 2023
 
D2C Advantage X Toolkit MMA Global & Publicis Commerce
D2C Advantage X Toolkit MMA Global & Publicis CommerceD2C Advantage X Toolkit MMA Global & Publicis Commerce
D2C Advantage X Toolkit MMA Global & Publicis Commerce
 
Report on the future of Digital Advertising in India
Report on the future of Digital Advertising in IndiaReport on the future of Digital Advertising in India
Report on the future of Digital Advertising in India
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
GroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdfGroupM_TYNY_Trends_Final.pdf
GroupM_TYNY_Trends_Final.pdf
 
TAM AdEx - Reviewing the GEC Genre in 2023.pdf
TAM AdEx - Reviewing the GEC Genre in 2023.pdfTAM AdEx - Reviewing the GEC Genre in 2023.pdf
TAM AdEx - Reviewing the GEC Genre in 2023.pdf
 
Schedule Day 2.pdf
Schedule Day 2.pdfSchedule Day 2.pdf
Schedule Day 2.pdf
 
Schedule Day 2.pdf
Schedule Day 2.pdfSchedule Day 2.pdf
Schedule Day 2.pdf
 
TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf
TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdfTAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf
TAM AdEx - Reviewing the TV NEWS Genre in 2023.pdf
 
Agency premier league guidebook (2).pdf
Agency premier league guidebook (2).pdfAgency premier league guidebook (2).pdf
Agency premier league guidebook (2).pdf
 
Agency premier league guidebook .pdf
Agency premier league guidebook .pdfAgency premier league guidebook .pdf
Agency premier league guidebook .pdf
 
E-commerce Content Analysis - Report by ODN
E-commerce Content Analysis - Report by ODNE-commerce Content Analysis - Report by ODN
E-commerce Content Analysis - Report by ODN
 
TAM AdEx 2023 Television Advertising Recap
TAM AdEx 2023 Television Advertising RecapTAM AdEx 2023 Television Advertising Recap
TAM AdEx 2023 Television Advertising Recap
 

Recently uploaded

Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"IdolsArts
 
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ..."Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...RAGHURAMYC
 
Young adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptYoung adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptSJU Quizzers
 
Carowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & SurprisesCarowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & Surprisescarawinds99
 
Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content ProductionInside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content Productionget joys
 
Taylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersTaylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersSJU Quizzers
 
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your LifeSalty Vixen Stories & More
 

Recently uploaded (7)

Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"Holi:: "The Festival of Colors in India"
Holi:: "The Festival of Colors in India"
 
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ..."Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
"Quest for Knowledge: An Exciting Journey Through 40 Brain-Bending Questions ...
 
Young adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.pptYoung adult book quiz by SJU quizzers.ppt
Young adult book quiz by SJU quizzers.ppt
 
Carowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & SurprisesCarowinds 2024: Thrills, Spills & Surprises
Carowinds 2024: Thrills, Spills & Surprises
 
Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content ProductionInside Look: Brooke Monk's Exclusive OnlyFans Content Production
Inside Look: Brooke Monk's Exclusive OnlyFans Content Production
 
Taylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzersTaylor Swift quiz( with answers) by SJU quizzers
Taylor Swift quiz( with answers) by SJU quizzers
 
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
5 Moments of Everyday Self-Loathing That Perfectly Describe Your Life
 

Zippo: Share The Pain Campaign

  • 2. Objective: #ShareThePain aimed to elevate the awareness of the strong emotional bond that exists between a Zippo lighter and its proud owner. Insight: Zippo’s “social mining” proved that consumers go online to rant about losing their precious, much loved Zippo lighters. To engage Zippo fans around the world, Zippo rolled out a global integrated campaign designed to reach its target audience in a unique and compelling way. The campaign offered consumers a network of support to comfort them over the sadness of losing a precious Zippo lighter. To further support this insight we carried out a global survey on the most commonly lost objects and gathered interesting conclusions.
  • 3. Execution: When consumers shared the pain of their lost Zippo lighters on social media, responding on behalf of Zippo was the toughest guy in the world - Jax ‘No Pain’ McFlame. Jax is tough enough to endure any physical pain, but the emotional pain of losing a Zippo lighter breaks him. Jax was on hand throughout the campaign to commiserate and counsel consumers and influencers who #ShareThePain of their lost Zippo lighters. Personalized responses and words of wisdom helped consumers through their tough time. In doing so, Zippo drew attention to just how precious and personal a Zippo lighter is to its owner. Jax’s humor, wit, and tough love, intended to comfort consumers in their time of grief. Jax and the #ShareThePain campaign were introduced to consumers via a hilarious short film seeded out across key video sharing sites, traditional media relations activity, and social media. The campaign launch was supported with research from our lost survey which detailed the most commonly lost items around the world and which country spent the most time looking for
  • 4. The campaign crescendo saw Jax McFlame sending out almost instantaneous personalised video responses to consumers who posted about their lost Zippo lighter. All the campaign content was housed within the #ShareThePain micro- site, a hub for consumers to visit to see the trailer and also tell Jax about the latest item they have lost, which sparked an automated video response from Jax McFlame himself. Over a 3 day period, a team of creatives, digital strategists, developers and producers filmed over 51 personalized video responses around the clock, responding to fans in real time about the pain and sadness of losing their Zippo lighter. All markets supported the social elements of the campaign via traditional media, securing nearly 1,000 pieces of global coverage. Interesting stories of lost and found Zippo lighters from across the brand’s 82 year history were featured in leading publications around the world including GQ, Rolling Stone and ABC news channel to name a few.
  • 5. Results: Stats: 1. Total Coverage (India) : 284 clips 2. Total Media Reach (India) : 104.6 million 3. Organic increase of over 8,500 fans on Zippo Facebook and Twitter 4. Total Coverage (Global) : 1,000 clips 5. The microsite received over 27,247 organic views during the 5 week campaign 6. The campaign reached over 3,401,898 individual consumer accounts on Facebook and Twitter 7. The campaign generated over 14,898,024 million impressions on Facebook and Twitter worldwide