Who really does it better: blondes or brunettes? Marcus Thomas LLC pitched blonde against brunette in the Swisspers 2013 Sleep Naked Face-Off. After a highly successful campaign last year for U.S. Cotton’s Swisspers, the Agency launched a second social media campaign to encourage women to sleep naked – er, without makeup – to promote the health benefits of removing makeup before going to bed.
“We knew we wanted a blonde and brunette who were influential in fashion and beauty, well-known, recognizable and current,” Shawn Engler, assistant product manager at U.S. Cotton, told Marketing Daily.
Engler’s vision manifested in a balloting war between two beauty/makeup celebrities: Southern blonde Emily Maynard from ABC’s “The Bachelor” and “The Bachelorette,” and Danielle Jonas, a sweet brunette from E’s “The E! Reality Show” and “Married to Jonas.”
The ladies cultivated their respective “Team Blonde” and “Team Brunette” supporters via Twitter, Facebook and Instagram. But after continued support from hashtags #sleepnaked #swisspers #teamdani and #teamemily, it was Danielle Jonas who took the cake and later hosted the Sleep Naked Night virtual Twitter party.
Both #Swisspers and #Sleepnaked trended nationwide, and the party garnered more than 28 million Twitter impressions in just a couple of hours. In addition, paid Facebook media performed 245 percent better than projected, and additional social support was provided by five influential bloggers and multiple giveaways throughout the night. By the campaign’s conclusion, total impressions tripled the projected results at 94.1 million. Post-event advertising will run through mid-December on Walmart.com and Amazon.com with fresh messaging: “Some wrinkle removers cost $100 an ounce. This one costs pennies.”
About Marcus Thomas
Marcus Thomas is a $130 million, fully integrated marketing communications agency with 170 professionals in Cleveland and Youngstown, Ohio, and Buenos Aires, Argentina. Clients include Akron Children’s Hospital, GE, MTD Products (Troy-Bilt, Yard-Man, Yard Machines, Remington and MTD brands), Nestlé, the Ohio Lottery, Quanex, Sherwin-Williams Paint and Sundries Brands (Dutch Boy, Krylon, Purdy, and Pratt & Lambert), SIRVA, Swagelok and Tarkett, among others. For more information, visit marcusthomasllc.com.