Scotties Barnes
SCOTTIES
Overview
We leveraged a cultural icon whose own name could become the vehicle for our message. By having Scottie Barnes literally change his name to ScottieS Barnes, in a public, multi-platform stunt, we wouldn’t just associate him with the brand, we would make him the living, breathing embodiment of the misattribution challenge and its playful solution.
This unique approach allowed us to transform a brand problem into an active, culturally relevant conversation. It tapped into the power of sports fandom, turning engaged fans into organic brand advocates who would actively correct misattribution, making the brand’s fight for recognition their own.
STATS:
- Limited-edition co-branded tissue boxes sold out in 27 minutes
- 183% lift in unaided awareness
- 207% increase in social mentions
- 45.6M earned impressions.
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