Introduction Frank Health Insurance has a no-nonsense and honest approach to their business, we like to call it a no B.S. policy. We wanted to produce a social campaign that not only lived up to this but also further established their position of cutting out the B.S. when it comes to health insurance.

Idea (and hypothesis) We have faith in people’s inner Bullsh!tometer, and to help prove it, we wanted to test whether they knew when someone was pulling their leg. We created the Facebook app ‘The Great Aussie Bullsh!t Experiment’. It contained videos of people telling stories of varying outlandish scales. Some true… and some complete codswallop.

The process was simple

1. Watch the video 2. Choose whether you think the person was telling porkies or not.

https://www.youtube.com/watch?v=Y4T4CxcBcyI

The gauntlet was thrown down and over four weeks we posted ten Bullsh!t experiments. Once you watched the video and gave your answer, the app would instantly tell you whether you go it right or wrong, the percentage of what people chose and the gender breakdown. It also gave users the ability to match their results against their mates. Plus, each vote registered the entrant to win an extreme experience, with a HD camera to capture it on - just so their mates can’t call bullshit.

Support Through lots of fun content and posts (including tips from the FBI on how to spot a fibber) we were able to connect with the Frank community, drive traffic to the experiment and make our brand story as engaging as the stories themselves.

Campaign results 123,445,678 Experiments taken* 27,125,789 Shares* 72,456,355 Fist pumps* Facebook 'Fans' increased by 51%. Over 8 million impressions delivered. Over 3 million Facebook users saw some type of Frank content during the campaign period. Enormous increase in engaged users with a whopping 52 times the normal number.

*This result may or may not be bullsh!t.