P&G: Halloween treats gone wrong

This case study describes how Procter & Gamble in the USA increased awareness and sales of its Crest and Oral-B toothpaste brands.

P&G: Halloween treats gone wrong

Publicis Kaplan Thaler New York

What were the objectives for the creative work?

To drive awareness of Crest and Oral-B during the brief Halloween shopping season between 14/10/2013 and 11/11/2013 by making the brands synonymous with the spirit of "Trick or Treat".

Our goals to create impact quickly and dramatically were highly ambitious:

Objective 1: To increase brand exposureby generating broader reach of the sweet Halloween themed story. This could be measured through the higher than average 1:3 ratio of paid-to-earned impressions. We set our marks against what P&G achieved on a similar social...

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