P&G It’s Tricky Challenge Super Bowl LV

For the 2021 Super Bowl, P&G’s Gillette and Old Spice wanted to help fans get in on the game day fun and celebrate safely from home.

Role: Communications Strategist, Platform Strategist, Influencer Strategist

Digital Strategy

The Question: After a year of being at home, how do we make celebrating the Super Bowl still fun?

The Answer: It’s not as tricky as it seems. We created a compelling and exciting content program on TikTok that was rooted in fan insights to enable P&G brands to connect with their target audiences virtually in a turnkey way leading up to Super Bowl. Tap into a platform that has taken the world by storm (TikTok) and help bring a viral trend (It’s Tricky Challenge) to the next level.

How WE BROUGHT IT TO LIFE

Partnering with TikTok, we drove the development of a custom interactive video filter that allowed consumers to choose everything from which brand they loved to which team they thought would win the big game. Then we seeded the filter to key influencers and athletes to kick off the filters launch in a big way, followed by paid media support to drive continued resonance and impact.

GROUND-BREAKING RESULTS

Setting records on the platform and dominating game week conversation, the P&G #ThisOrThatSBLV Challenge took brand integrations on TikTok to a new level. As the #1 branded hashtag of Super Bowl week the campaign garnered over +1 million videos created, +965 million impressions, and over +6 billion video views across athletes, influencers, and fans alike.