man cans 2011- bbh barn

Hausof

Moose

Friday, March 18, 2011

Defining: GOOD

Something that helps people

-providing them a service-giving them a voice-making them aware of important issues


Defining: FAMOUS

Let’s give ‘em something to talk about:

-getting attention by generating conversation and buzz through both social networks and traditional media coverage


Finding our GOOD


The GOOD seed is planted:

Let's create a campaign that encourages 20-something women to begin giving themselves monthly exams.


...but breast cancer awareness is everywhere.

What's the ZAG?Friday, March 18, 2011

By targeting the people that care the most about boobs:


REACHING FOR THE FAME

Zag target with an even zag-ier execution:

getting attention, buzz, and talked about because:

-it is really funny -it is really unique

*especially within the context of the existing breast cancer awareness market


MAN BOOBS

We needed a way to get guys to care:

We know they love boobs.

We know they'd be lost without them.

Let's scare them into caring by taking boobs away and showing them what would be left.


Creating a world in which the only boobs left...are man boobs.


Man Cans in Motion

Phase 1: Starting the Buzz Finding our moob-models and getting people talking


Phase 2: Buzzing along...

Save the ta-tas: -strategic relationship -shared vision to promote awareness through humor -active network of 224,000 FB fans -opportunity to fundraise

Sneak peeks: -building excitement through leaking images in preparation for the big launch


Phase 3: The BIG release

press release: reached out to a strategic list of traditional and niche media outlets

re-broadcasting to our networks:getting the people who were already onboard to keep spreading the word

promoting through Save the ta-tas network


The GOOD:

-We definitely did something good.

-We produced a high-quality, lasting artifact that promotes a great cause.

-We shared it with a breast cancer awareness community that gave us amazing feedback (more on that).

-We raised some money.


The “fame” stats:

-2535 views on youtube-969 likes on facebook-$655.24


Tons of love from Save the ta-tas community:-In the past week, they’ve posted us on their FB twice. Within hours of each post we were flooded with hundreds of ‘likes’ and lots of great comments.


At this rate, in 10 years we will have:

-3,977,974 views on youtube-2,353,685 likes on facebook-$9.6M


what went wrong & what we learned.


"Make a fucking decision!"

-We heard tons of 'good' ideas and even more opinions

-We were all over the map and losing time.

-At a certain point, you need to just stop, figure out what will work for you, and make some decisions.


A 'good' idea needs well-rounded

strategy to survive.

-A good idea can only be as good as people’s awareness of it.

-We led with finding the 'good' when we should have simultaneously built up our 'fame' strategy.

-Funny and unique aren't enough to get something famous. Propagation is key.


Format is crucial.

-How you do something is just as important as what you are doing

-A calendar is not a hot ticket item, no matter how well it frames up your project...especially when its already March

-Format should be clear, sexy, digital and current that lends itself to being shared.


There is value in being prescriptive.

-"Ha! This is hysterical...What am I supposed to do with it?"

-"Do I tell my woman? Do I tweet about it? Do I donate? Do I buy a calendar?"

-Clearly communicate specific ways to interact and engage that are simple and direct.


It's not easy to promote a product

that doesn't exist yet.

(unless it's the iPad 2)

-We were losing time. We needed to get out there and tried to open our process to get people talking:

-It's hard to get people talking about a product when the product doesn't exist.

-Broadcasting the entire pre-calendar process diluted the impact and confused our audience.


It's hard to be a small fish in a big

sea

-Entering a crowded space like breast cancer awareness puts more pressure on your idea

-It’s way harder to become 'newsworthy'...especially when its not October


We had fun. We learned a lot.

And at the very least, we got the

~men of BBH~ to do this:


man cans 2011- bbh barn

Career