The ‘Shhhhut Down Fat Talk’ digital campaign inspired women and gave them digital tools to stop fat talk in their social networks; branded content had 7MM+ views, and organic reach rivaled paid. Purchase intent for Special K increased by 200% and drove media impressions that were 45% above target.
Fight Fat Talk Case Study
We created a pop-up clothing store with labels printed with what the women had said about themselves.
Digital tools were created that allowed women to search their own social networks for instances of Fat Talk.
Customizable, shareable messages allowed women to easily join in to help #FightFatTalk.
The #FightFatTalk social effort increased purchase intent for Special K by 200% and drove media impressions that were 45% above target.
ecd: Mylene Pollock
writer: Kitty Schulz
director: Peyton Wilson
agency: Leo Burnett