Amazon DT Challenge 01J Branded content campaign

RID Amazon DT Challenge
RID is an iconic Australian brand, but was fast disappearing from Australian minds and supermarket shelves with no marketing investment in over 15 years. Up against the mega-brand and spend of Aeroguard of $2.5 million p.a., RID came to us with a $100K marketing spend and the mission to reconnect with Australians.
So we took RID on the ultimate test to reinstate faith in its effectiveness.
We found one stupid Aussie and sent him on a trekking trip through the Amazon Ð a place where over 2.5 million species of insects call home Ð wearing nothing but a pair of DTs and RID insect repellent.
The results? We reached over 2 million Australians (nearly 10% of the nationÕs population) via social media with over 9.700 likes, over 117,000 clicks, 140,000 social content views, earned national media coverage, and an increase in Facebook fans by 1488%. And our hero received 0 mozzie bites.