American wind-proof lighter manufacturer, Zippo, leveraged the insight that consumers turn to social media channels to rant about the loss of their belongings. Zippo turned this insight into a global integrated campaign. During the campaign, Zippo targeted and responded to consumers enabling them to #ShareThePain of lost lighters, generating conversations and personal dialogue with brand fans across Twitter, Weibo, Facebook and Instagram.
The #ShareThePain campaign was activated in nine markets including UK, USA, Germany, France, India, Hong Kong, China, Japan and Korea, where Jax ‘No Pain’ McFlame responded to consumers in all of these languages.
The brand’s objective was simple but the execution was a well-crafted mix of hashtags, video and text responses and all of which were doled out in real time. At the end of it all, the campaign generated over 14,898,024 million impressions on Facebook and Twitter worldwide.
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