Love in the Shower
Right Guard came to Defero looking to develop and execute a strategic digital marketing plan promoting Right Guard’s new body wash line. In order to leverage Right Guard as the official deodorant of the NBA and NBA player, Kevin Love, as a spokesperson, Defero had a unique opportunity to create a high-impact product launch campaign.
In order to tie all of the pieces together, Defero created the “Love in the Shower” campaign. With videos featuring Kevin Love and quirky humor, “Love in the Shower” provided the relevancy Right Guard needed to entice meaningful interactions with the target demographic and establish the brand’s voice. Defero developed a dedicated microsite to initiate a UCG campaign which encouraged consumers to share their own “love lines” for a chance to win a trip to the NBA playoffs.
Defero also utilized SportsCenter Integration, Online Media (PPC, Display, Facebook, Mobile), Traditional and Digital PR, Twitter, email, and mobile, to develop an all-encompassing launch and maximize awareness of the new line.
The “Love in the Shower” Contest and Sweepstakes generated 3,357 line submissions and increased Right Guard’s Facebook fan base by 92%. With 200,000 video views across all channels and 675 million impressions across all media, the campaign was hugely successful. Right Guard also achieved its best delivery rate of any Right Guard email. Shareholders noticed the success as well, as Right Guard’s market share grew .3 points from the previous year.