Our partnership with the No 1 game developer working on Facebook created a media first: a complete revamp for the Geo-Challenge game, in which users get to test their geographical knowledge and indulge in fantasies of a great escape.Through our partnership, we created customised Herbal Essences challenges within the game, a branded scoreboard, a herbal vine theme on every screen, animated characters in Herbal Essences colours and bespoke advertising for our products between each gameplay. Players were enveloped in the rich images, colours and flavours of our new product range. Never before has a product been so tightly woven into the fabric of a Facebook game, especially as users’ friends would be notified when they had beaten their friends’ scores delivering amplification of our message.

The Herbal Essences Geo-Challenge game was played over 9 million times in the UK. The average player spent over an hour per game session. Additionally, click-through rates from game to site of 25 x industry average were achieved.All of this resulted in unprecedented shifts (over 10 x the P&G norms) in metrics for unaided brand awareness, purchase intent and key equity message association, generating the best UK results ever for Procter & Gamble. The business did well also – with HE claiming the number one haircare brand spot during the period just following the campaign.