The document discusses the planning and execution of a campaign called "Man Boobs" to raise awareness of breast cancer. It aimed to get men interested in the issue by humorously depicting a world with only "man boobs." The campaign involved finding models, creating viral content, and partnering with other organizations. It achieved some success in online views and donations, but struggled due to difficulties selecting an idea, lack of a clear promotional strategy, and competing in the crowded breast cancer awareness space. Overall it was a learning experience for the team.

1. Haus
of
Moose
Friday, March 18, 2011

2. Friday, March 18, 2011

3. Defining: GOOD
Something that helps people
-providing them a service
-giving them a voice
-making them aware of important issues
Friday, March 18, 2011

4. Defining: FAMOUS
Let’s give ‘em something to
talk about:
-getting attention by generating conversation and buzz
through both social networks and traditional media
coverage
Friday, March 18, 2011

5. Finding our
GOOD
Friday, March 18, 2011

6. The GOOD seed is
planted:
Let's create a campaign that
encourages 20-something
women to begin giving
themselves monthly exams.
Friday, March 18, 2011

7. ...but breast cancer awareness is everywhere.
What's the ZAG?
Friday, March 18, 2011

8. By targeting the people that care the most about boobs:
Friday, March 18, 2011

9. REACHING FOR THE FAME
Zag target with an even zag-ier
execution:
getting attention, buzz, and talked about because:
-it is really funny
-it is really unique
*especially within the context of the existing breast
cancer awareness market
Friday, March 18, 2011

10. MAN BOOBS
We needed a way to get guys to care:
We know they love boobs.
We know they'd be lost without them.
Let's scare them into caring by taking
boobs away and showing them what would
be left.
Friday, March 18, 2011

11. Friday, March 18, 2011

12. Creating a world in
which the only boobs
left...are man boobs.
Friday, March 18, 2011

13. Man Cans in Motion
Phase 1: Starting the Buzz
Finding our moob-models and getting
people talking
Friday, March 18, 2011

14. Friday, March 18, 2011

15. Phase 2: Buzzing along...
Save the ta-tas:
-strategic relationship
-shared vision to promote
awareness through humor
-active network of 224,000 FB
fans
-opportunity to fundraise
Sneak peeks:
-building
excitement through leaking
images in preparation for the
big launch
Friday, March 18, 2011

16. Phase 3: The BIG release
press release:
reached out to a strategic list of
traditional and niche media
outlets
re-broadcasting to
our networks:
getting the people who were
already onboard to keep
spreading the word
promoting through Save the
ta-tas network
Friday, March 18, 2011

17. Friday, March 18, 2011

18. The GOOD:
-We definitely did something good.
-We produced a high-quality, lasting
artifact that promotes a great cause.
-We shared it with a breast cancer
awareness community that gave us
amazing feedback (more on that).
-We raised some money.
Friday, March 18, 2011

19. The “fame” stats:
-2535 views on youtube
-969 likes on facebook
-$655.24
Friday, March 18, 2011

20. Tons of love from Save
the ta-tas community:
-In the past week, they’ve posted us on
their FB twice. Within hours of each post
we were flooded with hundreds of ‘likes’
and lots of great comments.
Friday, March 18, 2011

21. At this rate, in 10
years we will have:
-3,977,974 views on youtube
-2,353,685 likes on facebook
-$9.6M
Friday, March 18, 2011

22. what wen
t wrong &
what we
learned.
Friday, March 18, 2011

23. "Make a fucking
decision!"
-We heard tons of 'good' ideas and
even more opinions
-We were all over the map and losing
time.
-At a certain point, you need to just
stop, figure out what will work for
you, and make some decisions.
Friday, March 18, 2011

24. A 'good' idea needs
well-rounded
strategy to survive.
-A good idea can only be as good as
people’s awareness of it.
-We led with finding the 'good'
when we should have simultaneously
built up our 'fame' strategy.
-Funny and unique aren't enough
to get something famous.
Propagation is key.
Friday, March 18, 2011

25. Format is crucial.
-How you do something is just as
important as what you are doing
-A calendar is not a hot ticket
item, no matter how well it frames
up your project...especially when
its already March
-Format should be clear, sexy,
digital and current that lends
itself to being shared.
Friday, March 18, 2011

26. There is value in being
prescriptive.
-"Ha! This is hysterical...What am I
supposed to do with it?"
-"Do I tell my woman? Do I tweet about
it? Do I donate? Do I buy a calendar?"
-Clearly communicate specific ways to
interact and engage that are simple
and direct.
Friday, March 18, 2011

27. It's not easy to
promote a product
that doesn't exist yet.
(unless it's the iPad 2)
-We were losing time. We needed to
get out there and tried to open our
process to get people talking:
-It's hard to get people talking about a
product when the product doesn't
exist.
-Broadcasting the entire pre-calendar
process diluted the impact and
confused our audience.
Friday, March 18, 2011

28. It's hard to be a
small fish in a big
sea
-Entering a crowded space like
breast cancer awareness puts
more pressure on your idea
-It’s way harder to become
'newsworthy'...especially when
its not October
Friday, March 18, 2011

29. We had fun.
We learned a lot.
And at the very least,
we got the
~men of BBH~
to do this:
Friday, March 18, 2011