We posted a static photo rendering of a Hellmann's lower back tattoo. We included an inquiry as to whether or not someone would be willing to actually get a Hellmann's tattoo. Surprisingly, the post not only garnered a great deal of attention, but it also attracted several community members interested in going through with it.

We followed up with a post highlighting a number of the interested parties, and stoked collective interest in seeing someone follow through with it. After much internal discussion between our agency and top brass at Hellmann's, we decided to move forward with finding our candidate to get a Hellmann's tattoo.

Interest was much higher than anticipated and we quickly partnered with Tiffany, a food influencer who was ecstatic and passionate about partnering up and getting this tattoo. We hooked up with a tattoo shop in Brooklyn, and arranged to get Tiffany tattoo'd while capturing content that appropriately highlighted the event.

We began with a quick teaser that highlighted the original quote, showed early footage of walking into that tattoo shop, and concluded with the launch date of our hero asset. One post teased possible tattoos to stoke interest and investment in what was to occur. We also rekkeased content popular in tattoo-centric areas of social, including a "wipe to reveal" which highlighted the end product.

Teaser

Options

Wipe to Reveal

Hero

Questions

The biggest thing we took from this was how we could take native social insights and convert it into a real-life activation. Compared to a "traditional" marketting activation, this was far less costly and far more effective. Brands are built in social, and we took a legacy brand and pulled in eyeballs and interest based off of insights garnered from a simple social media post. These sort of real-life activiations are becoming increasingly critical for brands attempting to grow their attention, reach, and relevance.