Integrated Campaign Inspiring a Behavioral Shift
Tiana Swipe-to-See Snapchat Teaser
Billy Snapchat Reveal
Behind the Scenes Bumpers
We took behind-the-scenes footage to further explain "Throwshine" and used them for 6-second YouTube bumpers.
We created stop-motion .gifs of bars and scenes from the films on Facebook and Instagram
Packaging with copy lines
(6 of 24)
(3 of 15)
click to enlarge
Instore Promo and Custom Bar Share
About This Project
Being a teen is tough—They're emotional, self-conscious, and beholden to the harsh world of social media. Also, 3Musketeers had been losing relevancy with teenagers and we needed to fix it.
The idea was to shift teen behavior from throwing shade to Throwing Shine by sparking conversation between teens (in person and online) and inspiring the share of positivity instead of negativity.
The Good News
Increased 3M sales for the first time in 4 years
Brand favorability tripled YouTube’s Best in Class benchmark (5-14%)
Avg. Watch Time of Films: 1:15/1:30
ECD: Kinney Edwards
GCD: Steph Carey
Writer: Adrian Dickerson, Steph Carey
Art Director: Becky Kitlan
Producer: Dana Eisenberg