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It wasn’t enough to say Dial for Men was 10,000% dedicated to getting even the grimiest fellows clean.

We needed to prove it:








HOW IT WORKED:

In a category that suddenly found itself very crowded, and with other brands outspending Dial for Men 10 to 1, we needed to find a unique way to pay off our newly minted brand position:



With no brand claiming the space around “clean” (a value proposition deeply rooted in Dial’s heritage), we set out to remind the world what we were about.



That proof was Camp Dirt, a 2-day, 3-night social-media-fueled, mud-caked man-camp. An integrated campaign including packaging, TV / digital pre-roll, and social media drove the effort.






The promise of some filthy fun had dudes flocking to the newly launched facebook page to get in on the action. There, all guys needed to do was take the “Filthocratic Oath” and like the page for their chance to win a spot at Camp Dirt.




While all this was fun, the proof wasn’t in the advertising. We transformed the C-Lazy-U Ranch near Gramby Colorado into a dirt-filled paradise, with ATVs, explosives, mudslides, beer, bulldozer races, more ATVs, and the largest paintball skirmish any of the 20 lucky contestants had ever seen.



Over the course of the weekend, photos and videos were posted so social media could watch along. Teams and individuals competed for points which translated to daily prizes - with a surprise grand prize of $10,000 to the top points-getters. Grown men wept.




RESULTS:


Over 200,000 people entered for a chance to go to Camp Dirt – and in the process quadrupled the brand’s social following.

Henkel Corporation, Dial’s parent company and historically conservative organization, touted the Camp Dirt as the most integrated and innovative 360 program in the company’s history, which opened other doorways for the agency for more integrated efforts with the company.