Previous work: Frank Bullsh!t Experiment


Frank Health Insurance has a no-nonsense and honest approach to their business and prid themselves on cutting out the BS when it comes to health insurance. We wanted to produce a social campaign that lived up to this. 

Frank have faith in people’s inner Bullsh!tometer - that's why they were with Frank - we wanted to help them test it. We created the Facebook app ‘The Great Aussie Bullsh!t Experiment’. It contained videos of people telling stories of varying degrees of outlandishness. Some true… and some complete codswallop.

The 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 users saw Frank content during the campaign period.
  • 52 times the engagement rate

*These results may or may not be bullsh!t.

We tested our fans' 'bullshitometers' by showing them original video content.

We created memes and leveraged sponsored posts to get cut-through.

 Using Facebook, Their scores were ranked against their friends, and the rest of the country.

Using Facebook, Their scores were ranked against their friends, and the rest of the country.