Drawing on the intrinsic nature of risk, self-doubt, and how they affect confidence, ambition, and success, we positioned Secret Clinical Strength’s unique claim of 100% odor protection as the solution to feelings of risk and doubt that encumber women in their everyday lives. We explored different areas of life often hindered by doubt:

• 100% doubt-free Karaoke parties that alleviated the self-consciousness of a public performance

• Advice from career expert Nicole Williams on achieving 100% career success

• Encouraging and empowering women to share their own inspirational stories by leveraging the visibility of our now-trending hashtags #100orNothing and #100percenting

Social media drove sales with 21% conversion and a Facebook click-through rate 6 times above average. The campaign delivered unprecedented results on all objectives:

• Digital activation: Secretstore.com sold 20 times more units than the brand’s typical annual online volume

• Excitement: 24-hour giveaway crashed Secretstore.com’s server with over 40,000 visits in the first hour

• Trial and preference: 56,000 samples, 4,200 consumer reviews before retail availability

• Engagement: 50 million brand impressions in under three months; eCRM database of 60,000 highly engaged users

• ROI: over 15,000 units of earned media before 1 dollar was spent in paid media