THE SHAVE INDIA MOVEMENT for Gillette

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THE SHAVE INDIA MOVEMENT

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Industry Shaving
Media Promo & PR, Case study
Market India
Released July 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PROCTER & GAMBLE INDIA
Product/Service: GILLETTE MACH 3
Buying Head: Harsha Joshi (Madison Communications)
Head – Strategic Planning: Anupama Biswas (MediaCom)
Head – Implementation: Alka Pillai (MediaCom)
Group Head – Strategic Planning: Prasanna Kumar (MediaCom)
Business Manager – Strategic Planning: Khushbu Shah (MediaCom)
Business Manager – Digital: Tracy Fernandes (MediaCom)
Business Manager – Implementation: Shamit Ail (MediaCom)
Business Executive – Strategic Planning: Jake Joss (MediaCom)
Business Executive - Buying: Shruti Singh (MediaCom)
Media placement: PR Coverage - Dailies, Weeklies & Publications From Across India Publishing More Than 50 Artic - 10th Nov To 10th Dec 2009
Media placement: PR Coverage - Top News Channels: CNN IBN/IBN7/AWAAZ/ZOOM/BINDASS/ZEE NEWS/JAYA TV - 9 November 2009
Media placement: Radio - Radio City - 28 November 2009
Media placement: Malls/OOH Activation - Raghuleela Mall, Mumbai - 15 November 2009
Media placement: PR Event With Celebs - Neha, Mugdha And Minnisha Flag Off The Movement "Women Against Lazy Stubble" - 10 November 2009
Media placement: Online - Fanpage Created On Facebook Having More Than 2,500 Fans : Http://www.facebook.co - 1 December 2009
Media placement: Online - Www.toshaveornot.com Microsite - November - December
Media placement: Live Event With Celebs: Shavethon - Live Event - 14 December 2009

Summary of the Campaign
Thanks to 2008’s ‘India Votes: to Shave or Not’ debate, men now recognised the importance of shaving. But only did it for special occasions, for all other occasions picking up the razor was seen as a chore. We now needed to ensure that Indian men shaved regularly, with Gillette Mach3. Conventional advertising wouldn’t create this shift in attitudes. We commissioned a survey that showed, crucially, women preferred clean-shaven men. So we asked women for their support and sparked off the movement, WALS – Women Against Lazy Stubble. We started by releasing the provocative survey findings, creating immediate buzz and discussion on key news services, social media, television, print, radio and on-ground. We organised PR events, live polls and trials with celebrities, Bollywood-stars, and socialites. Leading newspapers, radio stations, news/lifestyle TV channels, and magazines all tracked the WALS movement. We initiated a competition for the town with the most clean-shaven men, and even successfully tried for the Guinness Book of Records with the biggest “Shavethon” in history! With the powerful PR model, the campaign achieved 7x higher free media value than our prequel campaign last year. The results were record-breaking: 500% increase in sales and 400% increase in market share!

The Goal
Our challenge was to persuade men who are using traditional Double Edged (DE) razors to switch to Mach3, despite it being 10x more expensive and to use it regularly. Our brand insight was that we would only be able to achieve this if we could convince them to look at Mach3 as a grooming tool rather than just a shaving instrument, and to persuade them that using it regularly would change their lives. We knew that conventional advertising couldn’t create this shift in attitudes. We needed to create a campaign that would take on a life of its own.

Results
The campaign set new records (not only for Mach 3, but for the entire Gillette franchise): Mach 3 sales went up 5 times during the activity period: Highest ever. Mach 3 market share increased 4 times: Highest ever The overall Gillette razor franchise volume share reached 58.1%: Highest ever Overall, Gillette blades value share crossed 40% for 1st time! At $2.5mil the campaign also achieved 7 times higher free media value than our prequel campaign last year: The highest ever! ‘Shavethon’ was recorded as the biggest shaving event ever in history in the Guinness Book of Records. “We are extremely pleased to know that our initiative has reached such epic proportions with an overwhelming number of men and women in the country showcasing their support, which has enabled us to create such a successful movement for the second year in a row.” - Sumeet Vohra, Marketing Director, P&G India

Execution
We created a holistic, PR-driven initiative. We started by releasing the provocative findings, creating immediate buzz and discussion on key news services, newspapers, radio, TV, and magazines. Celebrities, bollywood-stars, news-anchors and radio-DJs all joined the discussion; while live polls and trials in malls/cineplexes heated up the action on shaveindia.com. We initiated a PR-led competition event for the town with the most clean-shaven men. We chose three famous actresses to persuade men from their towns to get a shave. The city with the largest number of clean-shaven men would win. We even went for the Guinness Book of Records with the biggest shaving event in history! 'Shavethon’ had more than 2,000 men experience a clean shave with Gillette Mach3. National media referred to WALS as the ‘voice of empowered women’. With the powerful PR model and the key tactic of enlisting women, the campaign found a life of its own.

The Situation
The ‘India Votes: to Shave or Not’ debate that we sparked one year ago created huge buzz and helped to raise awareness for the need to shave. Men now recognised the importance of being clean shaven, but only turned theory into action for special occasions: interviews, meetings, dating. For any other occasions, picking up the razor was seen as a chore and was a rarity. So we now needed to convince Indian men to shave regularly with Gillette Mach3 (10x more expensive than the traditional alternative) and to realise that clean shaven was the only way to be well groomed.

The Strategy
Our research showed that attracting women was one of the key influencers behind men’s decision to shave and men cared deepest about ‘what women thought. We commissioned an AC Nielsen survey that showed that, crucially, women preferred clean-shaven men. So, to reach 50% of the population, we enlisted the power and influence of the other 50%. We decided to leverage our survey results and focus on showing just how much women value well-groomed men. We needed to convince men that shaving was always important and this is what women preferred. And when it came to shaving, there was only Mach3. We asked women for their support and sparked off the movement … WALS – Women Against Lazy Stubble – a program led by women to convince men to stay clean-shaven. We ignited ‘what women want’ by getting famous women to reinforce emphatically and passionately their preference for the clean-shaven men.