Proctor & Gamble and its agency Publicis in New York are giving Scope Mouthwash a new look and a new meaning, and we’re excited to be a part of the re-launch! They created the term “social courage” to activate millennials, asking them to step out of their comfort zones, embrace friends old and new, and show off their confidence. The idea is that Scope gives consumers just that, “social courage,” the confidence to be bold.
What is social courage you ask? Well, it’s a lot of things. It’s more than just showing off your smile in a picture. It’s when you’re with your friends, being ridiculous, and having a great time. It’s capturing that “remember the time we…” moment in a photo. It’s making friends with strangers in random places. It’s being bold and daring but mostly just being true to you.
As part of the rebrand, Scope Mouthwash wants to know how consumers show off their social courage. P&G and Publicis are using Dailybreak’s engagement platform to connect to their consumers. “We are excited to partner with Dailybreak for this project because it’s engaging platform is a great way to reach fans and gather rich user-generated content for our brand,” said a representative from the Scope team.
The goal of the Social Courage campaign is to motivate as many users as possible to upload photos that exhibit their social courage. These photos will be used by Scope and other P&G brands on future advertising and marketing projects. At Dailybreak, we work hard to foster a community where users feel comfortable and excited to share their personal content. In fact, close to 50% of our Breakers will upload a photo when asked – an incredibly high rate.
Brands want their users to take social action and users at Dailybreak loving doing just that. So what’s in it for the brand and what’s in it for the consumer? Well, the brand gains incredible user-generated content, social impressions, and brand awareness. The consumer gets to show off their awesome content and the chance to win great prizes. In this case, the top photo selected by Scope wins a $500 Dinner Party, and seven runner-up winners will receive digital cameras.
Dailybreak is very excited to team up with the innovative P&G Scope Mouthwash Brand. We’re honored to help the Scope team achieve their goals and in return give our users an awesome experience. A win, win for everyone involved.