THE BROKEN RESOLUTION BLUES SOCIAL ACTIVATION
P&G asked us to create awareness about Metamucil as a simple way to stay healthy. We used mid January, the time when
people are breaking their New Years' resolutions, to talk to them. To let them know they're not alone...and that Meta can help.
STEP 1 --THE MUSIC VIDEO
We created a music video that sympathized with New Years'
resolution breakers, using a blues singer in a typical suburban
house. We launched the video on Facebook.
STEP 2 -- THE RESPONSE VIDEOS When some replied to our video with their own broken resolution, we replied back with a personalized
music video written just for them. We wrote songs on the fly as comments came rolling in, and churned out videos like clockwork.
STEP 3 -- BUZZFEED We launched a broken resolutions listicle at the same time as the video to help drive the idea.
STEP 4 -- RESULTS
6 Million impressions • 800,000 unique video views • 414 comments • 1218 shares • still finding streamers in my house where we shot the video.