Secret's "Mean Stinks" campaign smells like social success

08/15/2011 | Advertising Age (tiered subscription model)

Procter & Gamble's Secret deodorant brand generated sales and social media chatter with its "Mean Stinks" campaign, which aims to challenge bullying. Although lacking the media attention or sheer follower numbers of brands such as Axe and Old Spice, the campaign has helped the brand add 50,000 Facebook fans in 15 days and increase user engagement 24 times over, P&G says. "We're more than just products and brands, but we're actually doing something meaningful for our consumers," P&G spokeswoman Laura Brinker says.

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