TURNING SKEPTICS INTO BELIEVERS for Gillette

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TURNING SKEPTICS INTO BELIEVERS

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Industry Shaving
Media Promo & PR, Case study
Released August 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: GILLETTE
Product/Service: GILLETTE FUSION PROGLIDE
Media placement: Online Placement - Bachelorguy.com - 21 April 2010
Media placement: Online Placement - GearPatrol.com - 10 May 2010
Media placement: Online Placement - Cincinnati.com - 7 June 2010
Summary of the Campaign
It was summer 2010; "razor fatigue" lay over the minds of men everywhere. Guys were satisfied with their current shaving system, seeing no reason to trade-up. This was the challenge we faced when Gillette wanted to launch its new Gillette Fusion ProGlide razor (GFPG). The most effective way to overcome the enormous skepticism and lethargy was to create "real men" advocates, letting them endorse the razor and convert their peers, laying the foundation for our two-pronged campaign. During "pre-launch", we engaged key influencers by hosting an event to introduce GFPG to long-lead editors, providing bloggers with a social media widget offering readers free samples, and hosting a blogger forum to seed the product innovation story. In the "launch" phase, we created the "Ultimate Summer Job" (USJ) contest, selecting two regular guys as brand ambassadors to travel cross-country and attend VIP events while encouraging guys to try GFPG. This led to the most successful razor launch in Gillette’s history; GFPG became the number one razor in the category in its second week.
We exceeded our goal of 50% awareness, reaching 56% awareness by the end of May – one week before broad retail availability and mass advertising.
The Situation
It was the summer of 2010, the height of what we like to call "Shaving Ennui." "Razor Fatigue" was a daunting issue impacting men everywhere.
To make matters worse, guys were satisfied with their current shaving system and saw no reason to trade-up.
That was the challenge facing us when Gillette wanted to launch its new razor. And our male target wasn’t just bored, he was skeptical.
So one of our biggest problems to solve was the belief that there was no need to change their current shaving regimen or the shaving instrument they were currently using.
The Goal
Pre-launch:
• Build credibility, relevance and advocacy among key audiences
• Motivate influencers and consumers to credential product and generate positive WOM
• Drive awareness, excitement and trial
• Establish voice of Gillette’s social media presence by introducing the Gillette Community Manager
Launch:
• Generate earned media coverage
• Create a unique and compelling call-to-action that continued to place the consumer at the campaign’s centre and connect the brand with the target audience
• Secure consumer-generated content, including videos and Twitter engagement through social media crowd sourcing, the Gillette Community Manager and our consumer brand ambassadors
The Strategy
• Focusing on messaging designed to turn "skeptics into believers"
• Putting guys at the center of the launch through a strong, innovative social networking presence, and generating a groundswell of attention and awareness by conducting a search to select the "ultimate believers" and transform them into the "ultimate advocates" for GFPG
• Leveraging Gillette’s technological expertise to build credibility for GFPG
• Seeding the marketplace with a targeted sampling effort to pre-empt Schick’s launch and begin building WOM, awareness, momentum and brand advocates; establishing an industry "benchmark" that all-but-required media and bloggers to include references to GFPG in their eventual pieces on Schick’s launch
• Identifying skeptics in real-time who discussed their displeasure with Gillette razors, and converting them to believers through product messaging and Gillette Community Manager interaction
• Establishing a network of influential bloggers who were advocates for the brand and seeding news of product launch.
Execution
Pre-launch:
• Engaged key influencers, helping to convert "skeptics" into believers
• Hosted interactive media event to introduce GFPG to magazine editors
• Provided bloggers with product samples, encouraging them to take the "ProGlide Challenge," offering readers free samples
• Hosted the first P&G Grooming Blogger Forum to seed the product innovation story with influencers, while offering a dialogue between R&D leaders/Gillette executives and media
• The Gillette Community Manager communicated one-on-one with consumers, converting "skeptics into believers" by distributing razors to targeted consumers
Launch:
• Created the "Ultimate Summer Job" (USJ) contest, selecting two regular guys to become brand ambassadors at a consumer and media event, who travelled cross-country, attending VIP events and encouraging trial
• The brand ambassadors shared content on the USJ blog, Twitter handle and Gillette Facebook and YouTube pages, sparking engagement and excitement – the driving force of the campaign.
Documented Results
GFPG is the most successful razor launch in Gillette history, and became the number one razor in the category in its second week.
We exceeded our goal of 50% awareness, reaching 56% awareness by the end of May – one week before broad retail availability and mass advertising. Awareness of GFPG continued to grow: 66% through June and 72% through July.
Pre-launch:
• After taking the temperature of our online community in February, signs of conversion were visible by June: 86% of social media comments surrounding the new razor were positive ("believers"); 14% were negative ("skeptics")
• Distributed 81,000 samples via social media widget
• Generated more than 7.3 million Twitter impressions
• Increased Twitter followers by 176% and Facebook fans by 47% during the pre-launch phase
Launch:
• Secured more than 151 million impressions
• Maintained 93% of SOV, compared to Schick (7%)
• Secured 28,000 Facebook "likes" and added 2,900 Twitter followers