THE REALITY
Mitchum Male set out to increase awareness and affinity amongst young men in the UK. We set out to understand what makes the male audience tick and how we could resonate with them through media. We found our audience are heavy gamers and within this growing space many British gamers admit they have skipped a shower to play games. We saw our opportunity to give gamers the power to skip a shower and feel their most confident with Mitchum ultra-powerful 48-hour sweat + odor protection for that big gaming session.
STRATEGY
We challenged gaming streamer Kevin Chapman to beat the Guinness World Record for “Longest Sports (Soccer) Video Game Marathon” and still smell fresh with Mitchum. Not only did Kevin stay fresh, he beat the World Record after more than 50 hours non-stop play.
We created a bespoke Mitchum branded set of samplers and challenges to engage our audience during the marathon gaming event.
To expand to audiences at home, we streamed the attempt live across Twitch and TikTok and created content to post across socials both during and after the event.
We conducted a wider brand campaign across Meta, TikTok, YouTube and PR.
THE NUMBERS
The Campaign
- Delivered 13 million video views and 790k Livestream views
- Drove 469k engagements
- More than 3,000 Mitchum samples shared
- Earned two pieces of broadcast coverage
- Broke one Guinness World Record
The Brand
- Awareness of Mitchum increased by more than 90%
- Consideration of Mitchum increased by more than 150%
- Mitchum moved up three places within the competitor set for purchase consideration, rising above key established competitor brands.
