The Solution
Rather than follow the Pringles 'sharing' philosophy, we
based the campaign on one clear insight - to
share less. This age group spent hours every day sharing stuff
online, so that's exactly where we engaged with them. Launching
'Help the Oversharers', we created the Pringles Overshare button.
In a global first for Facebook, anyone could publicly brand a
friend's rubbish status as an 'overshare' as well as broadcast
their greatest overshares via our interactive video.
The Result
-Viral reach: site visited in 60% of countries globally
(113) despite UK-only media investment
-3.5% eligible Facebook visitors downloaded plugin
-More than 700 'likes' on Facebook
-84 mentions in blogs, tweets and websites within 30 days (85%
positive coverage)
-700+ 'likes' on Facebook in first hours of launch
-Pringles is seen as cool again by our target market
