Building BUZZ AND AWARENESS FOR DR. SQUATCH
Your soap is a JOKE, so Dr. Squatch hosted the “Soap Box Stand-Up Series,” a one-night event with six soapy comedy sets. Top comedians entertained and persuaded “Average Joes” to switch out their old, gnarly soap for some Squatch.
The campaign drove a massive ad recall and enthusiastic engagement, with comments ranging from “I gotta order every flavor of Dr. Squatch now” to “this is a legit ad?? This is fantastic. Brilliant marketing. A+.” The stand-up series achieved:
+22 pt Lift in Ad Recall
118K Net Follower Growth
109M Views
1M+ Engagements
BRAND CHALLENGE
Dr. Squatch came to Movers+Shakers to break through the noise of men's personal care. With a target demographic of "Average Joes," the brand looked to create an entertaining awareness-driven campaign on social media to attract new customers and engage existing fans in a fun and impactful way.
CREATIVE SOLUTION
We created the message “Your soap is a joke!” to let Average Joes know it’s time to upgrade their soap. By leveraging stand-up comedy we grabbed our audiences’ attention and drove high engagement.
We selected six trending comics who would appeal to Average Joes. Stavros Halkias, whose Netflix special launched at the same time as our campaign, was the perfect pick for host and campaign announcer.
The campaign delivered both the IRL experience and a large amount of organic & paid social content. Influencers who attended also posted content to broaden the campaign’s reach.
The campaign was a stinkin’ success. Audiences loved the comedians, and even indicated purchase intent with comments such as “the way it teleported to my hand (my credit card)” and “I gotta order every flavor of Dr. Squatch now.”
We hit an authentic note for the consumer and the platform, garnering comments such as “This is a legit ad?? This is fantastic. Brilliant marketing. A+” and “THAT’S HOW YOU ADVERTISE.”
The Soap Box Stand-Up Series achieved:
+22 pt Lift in Ad Recall
118K Net Follower Growth
109M Views
1M+ Engagements
