Zippo clicks with its 18 – 24 year old target audience with the launch of its first socially led, global integrated campaign.


Zippo clicks with its 18 – 24 year old target audience with the launch of its first socially led, global integrated campaign.


New Delhi, 28 May, 2014 – Iconic American windproof lighter manufacturer, Zippo, leveraged the insight that consumers turn to social media channels to rant about the loss of their precious, much loved Zippo lighters. Zippo turned this insight into a successful global integrated campaign.  During the campaign Zippo targeted and responded to consumers enabling them to #ShareThePain of lost lighters, generating conversations and personal dialogue with brand fans across Twitter, Weibo, Facebook and Instagram.


Zippo’s #ShareThePain campaign, launched in April 2014, was fronted by Zippo man, Jax ‘No Pain’ McFlame, the toughest guy in the world.  Jax is so tough he feels no physical pain, but when it comes to losing a Zippo lighter, the pain breaks him.


The campaign was introduced to consumers via a hilarious short film viewed by 159,778 fans around the world. Jax was on hand throughout the campaign across social media to commiserate with all consumers and influencers who posted about their lost Zippo lighters. Personalized responses and words of wisdom were sent out from Jax to help consumers through their tough time, generating over 13,558 global interactions on Twitter and Weibo, as well as 66,700 interactions across Facebook and Instagram. In total, the campaign reached over 3,401,898 individual consumer accounts and generated over 14,898,024 million impressions worldwide.


The campaign crescendo saw Zippo take #ShareThePain to the next level to ignite further engagement and conversations amongst the target audience. Over a 3 day period, a team of creatives, digital strategists, developers and producers filmed over 51 personalized video responses around the clock, responding to fans in real time about the pain and sadness of losing their Zippo lighter.


All of the campaign content was housed on the #ShareThePain microsite Consumers could visit the site to watch the launch video and Tell Jax about the latest item they have lost to receive an entertaining automated video response from the man himself, sharing the pain. The microsite received over 27,247 organic views during the 5 week campaign.


The #ShareThePain campaign was activated in nine markets including UK, USA, Germany, France, India, Hong Kong, China, Japan and Korea, where Jax responded to consumers in all of these languages.


All markets supported the social elements of the campaign via traditional media, securing nearly 1,000 pieces of global coverage. Interesting stories of lost and found Zippo lighters from across the brand’s 82 year history were featured in leading publications around the world including GQ, Rolling Stone and ABC news channel to name a few.


The campaign culminated in a successful campaign in New York City where media had the chance to interact with the campaign and learn about the lost Zippo stories from around the world.


David Warfel, global marketing director Zippo said, “#ShareThePain was one of Zippo’s first truly integrated global marketing campaigns engaging Zippo’s target audience. The entire campaign was crafted with humor at the heart of it, purposefully over-dramatizing the “unbearable” pain consumers feel when they lose their Zippo lighters.  In doing so, Zippo drew attention to just how precious and personal a Zippo lighter is to its owner.  Consumers across the globe came together in solidarity and mourned their losses, with our front man Jax creating a support group for those who have lost a Zippo lighter.


The results from the campaign have been fantastic and we’ve seen an organic increase of over 8,500 fans on Zippo Facebook and Twitter. It is important for the future of the brand to have a strong presence on social media so that we can continue to nurture the relationships we’ve developed with our passionate fan base.”


For more information about the Share the Pain campaign please contact

Weber Shandwick

Divya Sibal; M: 9818259257


Weber Shandwick

Aditya Bakshi; M: 9873270042







Notes to editors


About Zippo

One of the most recognized brands in the world, Zippo was founded in the fall of 1932 by George G. Blaisdell in Bradford, PA, where it has manufactured over 500 million windproof lighters. With the exception of improvements to the flint wheel and modifications in case finishes, the product remains unchanged and is backed by the company’s famous lifetime guarantee – “It works, or we fix it free.™” Zippo’s diverse product line includes lighter accessories; butane candle lighters; watches, fragrance, and lifestyle accessories for men; and a robust line of heat and flame products for outdoor enthusiasts.  Zippo markets in over 160 countries and also owns the Ronson brand of lighters and fuel and W.R. Case and Sons Cutlery Company, both based in Bradford, PA.  For more information, visit



Rajendra Ganotra is the Editor of Spicy Stars Mumbai

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