Bullying hurts. And for teen girls worldwide, bullying isn't a buzzword. It's real. So why are girls mean to other girls? Secret asked that question and decided to make a difference. Secret came to imc2 to create a social experience for a program called Secret Mean Stinks, a statement of activism encouraging the end of girl-to-girl meanness. The program was directed at teens (ages 13-17), and also targeted their role models (women 18+), to be a force for change.
The Secret Mean Stinks Facebook application brought the program's messaging to life and includes features such as an "Apology" section providing a way to upload text and videos to make amends, "Good Graffiti," where users say something nice "behind someone's back," the ability to anonymously submit "Sticky Situations" that make it tricky to be nice.
The program launched with three overarching objectives to help girls become more confident and grow up to be fearless women, create brand affinity for Secret among young women, and create a social hub on Facebook for ongoing, authentic relationships and conversations.
The campaign struck a chord with women of all ages. On February 10, 2011, in one day, Secret increased its collective Facebook fan bases by more than 203,000, making Secret the second-fastest growing page globally on Facebook that week.
Although this purpose-driven program wasn't pushing a product, it did have a tangible effect - it started a movement of nice. And the program met its objectives.
To date, the Secret Mean Stinks page has 180,000 likes (Secret has over 1.2 million). Women have read or watched more than 30,000 apologies and sent more than 30,000 pieces of good graffiti. There have been over 339,000 engagement interactions, including 18,000 video plays and 40,000 poll responses. In addition, followers are having conversations with one another about bullying and sharing this information - generating over 1.3 million organic profile and newsfeed stories. As a result, brand affinity increased favorability by 6% according to a Brand Effect Campaign Effectiveness Study by Nielsen.
January 1, 2011 to present
Overall Rating: (40 votes)
Reviewed April 11, 2013 by rosieReport Inappropriate Review
Reviewed January 4, 2013 by jack
This will definitely help the girls get more confidence so much in the future. I am glad to see the great lessons happening here. So much to get.How does stem cell banking workReport Inappropriate Review
Reviewed February 3, 2012 by Elizabeth
This campaign is extremely moving and focuses on the bully, giving the offender an opportunity to apologize. Revolutionary!Report Inappropriate Review
Reviewed August 4, 2011 by Lisa
AMAZINGReport Inappropriate Review