Secret “No Time to Sweat”

Secret “No Time to Sweat”

P&G, Gannett Company, Inc.

Discovery

In 2008, P&G launched their “No Sweat” advertising campaign for the Secret Clinical Strength brand antiperspirant targeting athletic teen girls. To create a viral social element to the campaign, a photo contest was created on HighSchoolSports.net that would engage with this active, hard-to-reach audience.

Design

To capture awareness and interest, Billups Design focused on the connection between sports performance and unwanted perspiration, and collaborating with the Secret creative team, designed the Secret “No Time to Sweat” Contest.

The contest would:

  • Showcase and inspire high school girl athletes from across the country.
  • Motivate participants and enthusiastic fans to submit their favorite “No Sweat” photographic moment for their high school team.
  • Provide $10,000 in needed financial support for girls’ high school athletics.

Billups Design designed and built all contest UX and UI including the “No Time to Sweat” landing page, the nomination module, dynamic online advertising and email promotions.

Delivery

The Secret “No Time to Sweat” Contest ran for 60 days during the fall high school sports season. And what was the score when the clock ran out?

  • The Contest landing page generated a CTR of between .72 and 1.73, and there were approximately 100 entries from high schools in all regions of the country.
  • Over 150,000 votes were cast in support of these young athletes.
  • And the Kealakehe HS in Hawaii, the Northwood HS in Maryland, and the Barnegat HS in New Jersey shared the $10,000 to keep their girls athletic programs performing.