In July 2012, Scope launched a new brand persona targeting younger consumers who wanted to uncover their social courage. This new persona redefined the bland mouthwash category and resulted in a 316% increase of Facebook fans and a stronger overall presence in social media. Based on the desire to engage with consumers in a courageous way, Scope recognized a unique opportunity with April Fool’s.

The overall campaign goals were to increase fan engagement and acquisition and generate brand awareness. Through a mix of research and heavy dose of imagination, the team devised 'Scope Bacon', a fake mouthwash. The result was a fully integrated social prank that involved a shareable online video, Facebook and Twitter content, a real product page, a half page ad in USA Today and influencer outreach, all in the brand’s tone of voice.

The Scope Bacon campaign is worthy of a PR Lions because of its: maximized PR engagement in a short time frame:

• HIGHLY PROVOCATIVE CONTENT THAT ACCELERATED BUZZ: Enticed media and fans to engage, driving conversation far beyond social media

• CREATIVELY MAXIMIZED BRAND ENGAGEMENT THROUGH STRATEGIC STAGING: Extended duration for longest possible amount of time through three specific time frames: Teaser (pre-launch), Reveal on April 1st, and Post Reveal (April 2nd)

• RECORD-SETTING RESULTS: Engaged 7.5 million fans via the brand’s Youtube page, earned more than 30,000 new Facebook fans and generated over 1 billion impressions (of which 868 million were earned) in a single week

The strategic approach for the social engagement program was built on timing, creativity and execution.

• LAUNCH

o On March 28th, the story ignited fan engagement on Facebook, YouTube & Twitter

o Within first 72 hours, more than 50% of targeted traditional outlets 'shared' information via their own social media.

o New creative ideas continued to fuel engagement

• A 'Mr. Scope Bacon' character was invented and sent to Times Square to further tease launch.

• REVEAL.

o On April 1st, the reveal of the joke was shared via Scope’s social media channels

• POST-REVEAL.

o The conversation continued afterwards, with fans sharing their opinion– from begging for the product to be produced to commending Scope on their creativity.

As it turned out, people like talking about Social Courage. By creating provocative content that people wanted to engage with, our Facebook engagement tripled, the number of shares quintupled, and our fans grew from 170,000 to over 600,000 in four months. We established an engaged consumer following who is socially courageous online and offline, and who loves to share Scope’s content with their friends.