Secret builds essential customer connections by tackling a timely cause
Some secrets are meant to be aired. Always looking to engage with customers in meaningful ways, Secret decided to bring out into the open a growing problem for teen girls: bullying. To launch its “Mean Stinks” campaign, Procter & Gamble’s deodorant brand used Facebook—an ideal forum for girls to share their stories.
Secret turned put-downs right side up through several clever campaign tools. People on Facebook were offered a “Good Graffiti” app, and encouraged to use it to write something nice—or to apologize—to someone in their lives. A referral page directed girls seeking help to 24-hour counseling centers. Video clips featured Glee’s Amber Riley as the campaign front-woman, and T-shirts with anti-bullying messages were available for purchase.
Secret further engaged its fans by offering a $1 deodorant coupon that triggered a $1 donation to PACER’s National Bullying Prevention Center when used. By using Facebook’s network of connections, Secret was able to encourage its fans to spread an important anti-bullying message—and to show that the brand is much more than a line of sweet-smelling products.