Creative Execution

We made an online film (featuring a Spanish ball pen artist named Chamo who destroys his own epic ball pen art sketches) and shared it on YouTube. To help engagement with social media users, we invited people on Facebook and Twitter to tweet their deo names to us. We had their tweets sketched out in ball pen , and then made a video of us destroying their sketched out tweets with their own brands of alcohol-based deodorant. We replicated this same exercise in different phases using sketches of famous celebrities, and having people send us tweets about their best moments.

YouTube: Over 2 million views on mobile and web. Twitter: The campaign generated over 5800 posts with a reach in excess of 5.85 million, at an average engagement rate of nearly 5.2% Facebook: Total reach in excess of 4.5 million, with an average engagement rate of 4.5%

Deodorants are a fast-growing, extremely cluttered category in India, mostly bought by young people. Which is why we needed a strong hook to stand out, to get young people to question their current brands of choice and talk about in on their social networks. Thankfully, our product provided that hook, it was alcohol-free (hence skin-safe), while nearly all of the category leaders were not. The challenge really was: how do you make young people really care enough about alcohol-free deodorants to do anything about it on the internet? While doing some research, we stumbled across something really interesting: Alcohol melts ball pen ink. So imagine what it can do to your skin. So we created the Deo It Yourself ball pen art project, where great designs were first created and then destroyed, creating lots of buzz with young social media influencers and making them remember skin-safe deos like never before.