GILLETTE GROOMING GURUS by Manhattan International Karachi, Xenith PR for Gillette

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GILLETTE GROOMING GURUS

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Industry Shaving
Media Promo & PR, Case study
Market Pakistan
Agency Manhattan International Karachi
Group Account Manager Shafia Agha
Agency Xenith PR
Released October 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: GILLETTE PAKISTAN
Product/Service: GILLETTE MACH 3 SENSITIVE
Agency: MANHATTAN INTERNATIONAL
Agency: XENITH PUBLIC RELATIONS
Brand Manager: Salman Yousuf (Gillette Pakistan Limited)
Assistant Brand Manager: Umar Malik (Gillette Pakistan Limited)
Associate Public Relations Manager: Hassan Fawad (Gillette Pakistan Limited)
Group Account Manager: Shafia Agha (Xenith PR)
Account Executive: Fatima Naqvi (Xenith PR)
Director Planning/Activation: Omair Ahmed (Brandlogics)
Director Operations: Ahmar Khan (Brandlogics)
Chief Executive Officer: Tabish Waqar (Brandlogics)
Assistant Creative Director: Ayla Haq (Manhattan International Pvt. Limited (Bbdo))
Account Director: Wajahat Amir (Manhattan International Pvt. Limited (Bbdo))
Media placement: Print PR - Over 32 Publications [Dawn,Business Recorder,Express Tribune,Pakistan Observer,The Nation,etc.] - OND 2011 (Post 10 Oct 2011)
Media placement: Electronic PR - Over 12 Minutes [Geo, Dawn News, ATV, FM103, Dunya News - OND 2011 (Post 10 Oct 2011)
Media placement: Digital PR - Blogs, Tweets, FB Posts Etc. - OND 2011 (Post 10 Oct 2011)

Summary of the Campaign
BACKGROUND:
49% of Pakistan's population is under 24, offering huge potential as a consumer segment for Gillette.

OBJECTIVE:
1. Develop specific content, relevant to the SEC-A/B Male 16-24 demographic
2. Create direct trial of Mach 3 Sensitive VIA consumer engagement/interaction

STRATEGY: In line with Gillette's brand purpose of 'Helping Men Look, Feel and Be at their Best', we decided to reached out to the youth in such times with an interactive 'Grooming Workshop' with tips on physical grooming (looking good), personality/career grooming (feeling good) and performing at your best (leveraged via the success story of our celebrity endorser).

EXECUTION
The PR activity was brought to life via a media launch event where Sstrings' were unveiled as the 'Gillette Grooming Gurus'. PR was driven through media interviews, an announcement on the Facebook page, posters and word-of-mouth pre-hype at university campuses.

1. Grooming Workshops (Consumer Engagement)
Gillette Grooming Gurus visited major universities and delivered a holistic 'Grooming Workshop' with tips on grooming, career and life.

2. Concerts (Direct Trial)
We organised mega 'Strings' concerts in the top 3 cities. Entry to the concerts was exclusive and free on purchase of Mach 3 Sensitive.

The campaign resonated deeply with the youth of Pakistan who are seeking guidance and are keen to change the status quo, as well as 'Strings' who recently have started releasing songs with social messages, targeted particularly at the youth.

RESULTS
34m+ PR impressions (Cost/Impression=0.02 cents)
43% increase in Mach3 sales
7000+ direct razor sales
Campaign ROI: 3.

The Situation
SITUATION: 49% of Pakistan's population is under 24, thus offering huge potential as a consumer segment for Gillette.

INSIGHT: The Pakistani youth is anxious about their future, due to rampant unemployment and unstable socio-political conditions in the country.

OPPORTUNITY: In line with Gillette's brand purpose of 'Helping Men Look Good, Feel Good and Be at their Best', we decided to reached out to the youth in such times with an interactive platform with tips on physical grooming (looking good), personality/career grooming (feeling good) and how to perform at your best (leveraged via success story of our celebrity endorser).

The Goal
OBJECTIVE:
1. Develop specific content, relevant to the SEC-A/B Male 16-24 demographic
2. Create direct trial of Mach 3 Sensitive VIA consumer engagement/interaction

The choice of brand ambassadors was driven by the target audience. 'Strings' are idolised by the Pakistan's youth as music legends and style icons and the band had also recently started a 'social drive' of the sorts whereby they had released songs with social messages targeted specifically at the youth and this resonated perfectly well with the 'Gillette Grooming Gurus' concept.

The Strategy
A holistic PR campaign was planned as stated below:

- Launch of Gillette Mach3 Sensitive and introduction of 'Strings' as 'Gillette Grooming Gurus' via a grand launch event with mass media.

- Taking 'Strings' to 10 university campuses around 3 cities Pakistan for giving grooming presentations

- Presentations were developed that highlighted the importance of being well groomed for students and carried social messages targeted at the youth on how they can play an active role in nation building

- 'Strings' concerts planned in 3 cities visited - Mechanics worked as such that Concert Entry was exclusive and free upon purchase of Mach3 Sensitive which led to Sales and Trial.

- PR plan developed for generating hype around initiative via Facebook leverage and media interviews

- Close the campaign with a mega concert in Karachi, also inviting key media stakeholders and leverage 'Strings' in post-campaign interviews

Execution
The Campaign was launched via a grand media event. The intent was to unveil Mach3 Sensitive and announce 'Strings' as Brand Ambassadors. The event was organised at a local hotel in Karachi and was attended by the who's who of the media and led to significant PR mileage.

As a next step, 'Strings' were taken to university campuses in the cities of Lahore, Karachi Islamabad, where the band interacted with students and shared with them grooming and styling tips via a presentation. Gillette content was integrated as part of the presentation.

Strings also did concerts in these cities which were attended by the students (tickets upon purchase of Mach3 Sensitive). The pre-hype for the concerts had been created in universities prior to the bands' visits and they were well attended by the students. Throughout the course of the activity, Strings was continuously leveraged via print, electronic and digital media.

Documented Results
PR:
- 34m+ free media impressions
- Branded Coverage across Pakistan's leading lifestyle publications (i.e. Dawn Images, The News Instep, Express Tribune)
- Free Electronic coverage of over 12 minutes across 8 leading TV Channels

MEDIA:
- 900,000+ unique impressions reached across TV on target audience
- Total Free Media Worth: PKR 9,954,550/$116,000
- Media Spend ROI: 7.6 times

INDIRECT (NATIONAL) SALES:
43% increase in total Mach 3 sales

OVERALL CAMPAIGN ROI: 3