Procter & Gambles Secret is tapping a third-party mobile photo-sharing application that spurs teenagers to create custom photos and help spread an anti-bullying message to friends and family.
The deodorant brand is running a campaign within the Snaps mobile app as part of Secrets ongoing Mean Stinks campaign that was introduced in 2011. Secret is partnering with Condé Nasts Teen Vogue on the initiative that encourages consumers to express themselves by uploading photos that can then be customized with graphics.
Secret and Teen Vogue's demographic largely consists of teens, an age group that has a strong presence with mobile engagement on all major social platforms including Facebook, Instagram and Tumblr, said Vivian Rosenthal, CEO/founder of Snaps, New York.
Photo-sharing has transformed how people express themselves online, and Snaps makes that process interactive, she said. Mobile photo-sharing not only produces organic user-generated content, but allows Secret and Teen Vogue to learn how users connect with brands.
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Secret's Mean Stinks campaign encourages teens to pinkie swear against bullying by painting their fingernails the brands signature blue color.
To participate in the campaign, consumers must download the Snaps app, which is available for iPhone and Android devices.
A call-to-action promoting Mean Stinks pops up when consumers open the app and places branded graphics on top of an image.
Secrets logo is placed on the left-hand side of the screen, and the campaigns hashtag #Meanstinks is promoted in the top right-hand corner of the image.
Consumers can then customize their photos with 14 graphics that can be resized and flipped around the screen.
One of the campaign's graphics
The graphics hammer in the campaigns anti-bullying message with copy such as I will stand up for someone today or Do the blue pinky swear.
Pictures are then shared on the Snaps app under the brands page and can also be sent to friends and family via Facebook, Instagram, Twitter, Tumblr and email.
According to Secret, the goal behind using a mobile photo-sharing app is to give teens a more interactive way to engage with social media than simply posting content.
Another one of the campaign's images
The campaign was recently launched at Teen Vogues annual Fashion University, which is an education program that gives teenagers the inside scoop on the fashion industry.
Additionally, Secret has placed a call-to-action on the campaigns Web site, https://meanstinks.com/, and on Teen Vogues Web site. Push notifications and emails were sent to Snaps users encouraging consumers to participate in the campaign.
Secret has used several different mobile efforts in the past few years to promote Mean Stinks."
In 2011, the brand ran an iAd campaign that donated $1.00 to PACER's National Bullying Prevention Center for every user who saved a special in-ad wallpaper to their mobile devices (see story).
Additionally, the brand ran ads on teen publishing site The Chic Fashionista last year that were linked to Facebook and Twitter content (see story).
Secret understands that fans of the Mean Stinks campaign are hungry for ways to engage with content and share their experiences with their peers, Ms. Rosenthal said.
Mobile photo-sharing is a natural way of communicating among this age group and important tool in putting an end to girl-to-girl bullying, she said.
Lauren Johnson is associate reporter on Mobile Marketer, New York
Lauren Johnson is associate reporter on Mobile Marketer. Reach her at firstname.lastname@example.org.