SHARE THE PAIN WITH Zippo
Zippo Launches Global #LostAndFound Campaign, Sharing Consumers’ Pain of Losing Items
The renowned American windproof lighter manufacturer Zippo will launch a unique and creative campaign for its global consumers. Through research on global consumer behavior regarding lost items, many people turn to social media platforms like Twitter to vent their emotions when they lose their beloved Zippo lighters. Zippo hopes to engage with consumers who have lost their lighters through this campaign, using the micro-topic #ShareThePain#LostAndFound to foster more communication and interaction.
The #ShareThePain#LostAndFound campaign will officially launch in April, featuring “pain-free” Jax McFlame as the brand ambassador. Even the toughest man in the world can’t help but feel heartbroken when talking about losing his favorite Zippo lighter. Jax and Zippo’s campaign will be introduced to consumers through a fun short video, which will be promoted on major video-sharing platforms targeting the 18-24 age group. It will also receive strong promotion across traditional media, popular blogs, and various social networking sites.
Throughout the campaign, Jax will use Twitter and Weibo to comfort consumers who have lost their Zippo lighters, offering witty responses to help them through the tough times. The core of the campaign is to dramatize the “unbearable” pain of losing a lighter in a humorous way, while emphasizing how precious each Zippo is to its owner.
A few weeks into the campaign, the conversation between Jax and fans will take some interesting turns. More exciting elements will “ignite” further fan participation and discussion on social media platforms.
All campaign content will be published on the #ShareThePain#LostAndFound website www.sharethepain.cn. On this site, consumers can watch the campaign’s promotional videos and share the most recent item they’ve lost with Jax, receiving an entertaining auto-video reply where Jax McFlame shares his own pain of losing a Zippo.
Each phase of the campaign will be promoted simultaneously on traditional PR platforms and Zippo’s social media channels, including Twitter, Weibo, Facebook, YouTube, Tudou, Instagram, and Pinterest. Consumers will see regularly updated content from Jax McFlame and fans. The #ShareThePain#LostAndFound campaign will run concurrently in nine major markets—UK, USA, Germany, France, India, Hong Kong, China, Japan, and South Korea—where Jax will interact with fans in different languages.
David Warfel, Global Marketing Director at Zippo, said: “#ShareThePain#LostAndFound will be Zippo’s first truly integrated global campaign directly targeting our core consumers. Many consumers consider their Zippo lighters as highly cherished personal items, and losing one can cause significant distress and disappointment.”
“No one has ever cared about your lost Zippo before, but that’s about to change. We’ve launched the #ShareThePain#LostAndFound campaign to unite consumers worldwide in sharing their pain of losing things. Zippo has always been committed to innovation in marketing and digital experiences, and we hope this campaign will truly connect us with consumers around the globe.”
About Zippo
Founded in the fall of 1932 by George G. Blaisdell in Bradford, Pennsylvania, USA, Zippo is one of the world’s most iconic brands, having produced over 500 million windproof lighters to date. In addition to continuously improving its flint wheel and polishing technology, the product has maintained its consistently high quality and lifelong warranty promise—“It works, or we fix it free.” Zippo’s diverse product line also includes lighter accessories, butane candle lighters, watches, fragrances, men’s lifestyle accessories, and the popular Zippo Outdoor series beloved by outdoor and adventure enthusiasts. Today, Zippo’s production and sales span over 160 countries worldwide. The company also owns the Ronson lighter brand and W.R. Case & Sons Cutlery Co., both headquartered in Bradford. For more information, visit: www.zippo.com.cn