Herbal Essences’ dumpcupid.com

Increase the sales of Herbal Essences on Valentine’s Day?  Easy. After all, who needs flowers and candy hearts when you can give yourself the confidence of a great hair day? Yep, this year, Cupid can take a hike. And he did with a campaign that featured that chubby, little love-meister down on his luck, hustling for another job.

During its 7-week run, the campaign gathered millions of views and tripled the traffic to the Herbal Essences site. That's a lot of love from a lot of new customers. The push included a DumpCupid.com microsite, shareable valentines, TV, outdoor, DJ endorsements, a Dump Cupid sweepstakes, and a 30-foot heart in Times Square that popped up along with our Cupid on February 9. BTW, it's still the most-entered sweepstakes in P&G history.

The Website

Women can learn all about being luscious, tell their VDay stories, send “lusciousisms” to deserving friends and – ultimately – win a $25,000 shopping spree!

Event

An arrow hits Times Square on Valentine’s Day

Results

Program launched on Dec. 31st, 2006. By the time the program ended on February 17th, 2007 total sessions on dumpcupid.com reached 1.5MM with the average consumer spending over 4 minutes on the site.

Notably, traffic to the Herbal Essences main site more than tripled following the launch of the dumpcupid program—without any decrease in time spent on the site—driven primarily by users who first visited dumpcupid.com.

Over 337,000 consumers opted-in to receive emails from Herbal Essences - a 246% increase from previous database size.

Sweepstakes entries totaled 985,000 making the Dumpcupid contest one of the highest entered sweepstakes at P&G.

During the 7 week program, the 3 viral webisodes had over 13,000,000 combined views. Don’t forget that this was 2007.