GILLETTE FUSION PROGLIDE LAUNCH by Carat New York for Gillette

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GILLETTE FUSION PROGLIDE LAUNCH

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Industry Shaving
Media Promo & PR, Case study
Market United States
Agency Carat New York
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: PROCTER & GAMBLE
Product/Service: RAZOR
Date of First Appearance: Apr 1 2010
Entrant Company: CARAT, New York, USA
Senior Vice President/Group Account Director: William Swayne (Carat)
Managing Director: Doug Ray (Carat)
President: Martin Cass (Carat)
Vice President/Communications Planning Director: Adrian Heney (Carat)
Media placement: PR - Blogger Outreach With Sampling Widgets, VIP Kits - March 2010
Media placement: Experiential - Traveling Shave Studio That Went To Key Sales Markets - April 2010
Media placement: Pre-Launch Search - Search Engine Marketing - April 2010
Media placement: Pre-Launch TV - :15 DRTV On Key Male Networks (ESPN, Spike, Etc.) - April 2010
Media placement: Pre-Launch Display Media - Banner Advertising On Selected Male Sites And Networks - April 2010
Media placement: Pre-Order ECommerce - Pre-Order Functionality On Gillette.com, Amazon.com, Drugstore.com, Wal-Mart.com - April 2010
Media placement: Social Media - Custom YouTube Channel, Integrated With Facebook/Twitter - April 2010
Media placement: Launch TV - Saturation-Level Television Presence (Network, Cable, Etc.) - June 6, 2010
Media placement: Launch Display Media - Homepage Takeovers On Yahoo.com, Facebook, YouTube.com, Rich Media On Key Male S - June 6, 2010
Media placement: Print - Integrated Programs Anchored In Print In Maxim, GQ, Esquire, ESPN - July, 2010

Insights, Strategy & the Idea
We identified that consumers were satisfied with their current shave, so why should they change? Also, when it comes to the razor category, guys have become sceptics. They distrust and reject new razors and new shaving technology.

To launch the product and make the Fusion ProGlide razor famous, we needed to mitigate this scepticism. We learned that men are most receptive to learning about new grooming products from trusted sources. In addition, when guys try the ProGlide, they love it and will recommend it.

Creative Execution
Our strategy was to turn sceptics into believers – we let guys, through selected blogging influencers and a mobile shave studio, try the ProGlide for free, and capture their reactions on video. Their testimonials were then imported onto various social channels for other guys to see and hear their reviews. We then further distributed this content through receptive touch points, such as Digital Media, Print, and Television. Key bloggers, YouTube celebrities and Jimmy Fallon advocated on behalf of Gillette. We connected people to these experiences via Search and Social Media and drove additional participation, consideration, conversation and purchase.

Results and Effectiveness
The ProGlide surpassed our goal by achieving 66% awareness and becoming the #1 pre-selling SKU at Drugstore.com and Amazon.com prior to our official launch.

Since launch, demand for the Gillette Fusion ProGlide has significantly outpaced projected sales by 4 times. 99million guys participated in the campaign during the launch weekend alone and we soon hit 80% awareness. The ProGlide is flying off the shelves, making it the most successful launch in Gillette’s history.