Bullcheck

This Holiday 2014 in-house initiative had less to do with creating brand awareness and more to do with making a statement. Good communication should be clean and simple. Since a lot of marketing does the complete opposite, we created a tool to help people see through the bullshit – and partnered with Colon Cancer Canada while we were at it.

A Sampler

Bullcheck
The homepage for bullcheck.com
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Bullcheck
In-house creative was generated for each of the five Bullcheck profiles.
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Bullcheck
Social integration encouraged users to share their Bullcheck results.
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The Solution

  • A tool that cross-referenced URLs for “bullshit”: bad SEO content, and overly-used words and phrases.
  • URLs were assigned a profile based on a sliding scale of 1-5.
  • Users were treated to a “full bull report”, which provided a full breakdown of their chosen URL’s offenses, the frequency with which they occurred, and other metrics.
  • For every Bullcheck share on social media, Orchestra donated 10 cents to Colon Cancer Canada.
  • Created a full social media campaign to promote the program.

The Results

  • Over 600 sessions in a 2-month span.
  • $500 donated to Colon Cancer Canada
  • A tool that we continue to use during promotional events and presentation programs to highlight the prevalence of website jargon.