Secret: Mean Stinks - Biggest. Assembly. Ever
Jake Setlak and Kristin Hayward
Campaign details
Brand owner: Procter & GambleAgency: Leo Burnett, Starcom MediaVest Group and Marina Maher CommunicationsBrand: SecretCountry: US
Executive summary
This case study explains how Secret, through their 'Mean Stinks' campaign, acted to stop US schoolgirls brushing off bullying as a rite of passage or simply part of the 'maturation process', by teaching them that bullying can lead to lasting negative impressions and wounds for its victims. The event tripled traffic to MeanStinks.comand earned over 400 million media impressions,...