DEFOREST YOURSELF. REFOREST THE WORLD by Ketchum New York for Norelco

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DEFOREST YOURSELF. REFOREST THE WORLD

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Industry Shaving
Media Promo & PR, Case study
Market United States
Agency Ketchum New York
Account Supervisor Anne Test, Sophia Lombardo
Released August 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: PHILIPS NORELCO
Product/Service: PHILIPS BODYGROOM BG2040
Partner, Associate Director, Brand: Mike Doyle (Ketchum)
Growth Manager: Greg Dauphin (Ketchum)
Senior Account Executive: Jessica Defilippo (Ketchum)
Account Supervisor: Anne Test (Ketchum)
Account Supervisor: Sophia Lombardo (Ketchum)
Account Executive: Justin Misenas Rivera (Ketchum)
Assistant Account Executive: Alexandra Katich (Ketchum)
Media placement: Press Release - April 30, 2011 - April 8, 2011

Summary of the Campaign
Before Philips Norelco introduced the Bodygroom five years ago, few men were buying products to shave "down there." But competitors quickly crowded the suddenly hot "manscaping" category. To launch its newest bodygroomer, the BG2040, in 2010, Norelco needed to re-engage its young male audience.

So when research revealed that young men care as passionately about the planet’s deforestation as they do about excessive body hair, a wild idea took root: link to an environmental cause, something no competitor had done. "Deforest Yourself, Reforest the World" was born. By vowing to plant a tree for every BG2040 sold, Philips Norelco donated $75,000 – 75,000 trees – to the Arbor Day Foundation and galvanized men to deforest themselves and help reforest the world.

The campaign began on Arbor Day in New York, where a call for hairy men to be groomed by Carmen Electra turned out the media. We drove more than a quarter million people to our program’s site, where guys learned about both bodily and environmental deforestation and where they could build and share avatars of their deforested selves. We made deforestation socially good and socially hot. The product got hot, too, with sales on Amazon jumping 18% during launch week.

The Situation
Philips Norelco is the leader in the Male Grooming category with approximately one-third of total sales. Five years ago, its launch of the Bodygroom had established a new category focused on shaving below the neck, or "manscaping." The Bodygroom was a hit, driving a new audience to the brand: young males. But competitors quickly crowded the category. With the launch of the BG 2040 in 2010, Philips Norelco hoped to reclaim the category and re-engage the crucial young male audience. But how could the brand do so with the same tongue-and-cheek tone it had become known for?

The Goal
Sales goal:
Drive sales of the BG 2040 during April 2010 launch.

Social media objective:
Generate traffic to shaveeverywhere.com and spark online conversations, with at least 100 posts on Carmen Electra’s Facebook or Twitter accounts.

Traditional media objectives:
(1) Generate 80 million impressions, with 50-100 target-right (Tier-A) placements.
(2) Deliver branded messages in 100% of coverage and campaign messages in 50%.
(3) Achieve positive or neutral tone in majority of coverage and a CPM of $5.00 or less.

Core audience:
U.S. males, 25-40

Research:
MRI data revealed that environmental causes were important to 80% of men, 25-40.

The Strategy
Seeding the Concept –
Link the BG 2040 with an environmental cause, one that would prompt men to reconsider body grooming and buy the new Norelco product.

Planting a Stake in the Ground –
Reframe body grooming as “deforesting your body,” linking a socially unacceptable issue (excessive body hair) with one that is socially acceptable and a passion point for men (the fight against deforestation).

Branching Out –
• Create immediate call-to-action with credible environmental charity.
• Time the launch at Arbor Day, a natural time to talk about the environment.
• Leverage a spokesperson appealing to men and use innuendo and humour to spread the story.
• Create compelling and sharable online content to spread concept organically.

Execution
Arbor Day Launch Event:
• Chose Playboy Playmate Carmen Electra as event host and scheduled her with national entertainment media, local TV and print, celebrity sites, grooming blogs and national radio.
• Invited hairy men to be deforested by Carmen Electra in New York’s Madison Square Park, and engaged hundreds of event participants, along with media, with the product.

Online Engagement:
• Created www.shaveeverywhere.com/deforestation, with tips about personal grooming and fighting world deforestation, along with an avatar feature where guys could create and share their deforested look. Developed 'sweeps' for men to win an eco-adventure.
• Posted campaign-specific tweets and Facebook updates to engage Carmen Electra’s 500K followers.

Media Outreach:
• Employed a "multiple exclusive" strategy; pitched The New York Times for a national print exclusive, and influential outlets (SportsIllustrated.com) to offer a spot at event for one reader to be deforested by Carmen Electra.

Documented Results
Sales Goal: Drive BG2040 sales at launch
• Sales of the BG 2040 rose 18% during launch week on Amazon.com (Norelco’s largest online retailer).
• The BG 2040 broke into the Top 100 SKU’s on Amazon.com on launch day, jumping to no.90 from no.1565.
• At launch, the BG 2040 ranked No.3 as Amazon.com’s "Movers and Shakers", measuring the biggest gainers in sales over 24 hours.

Social Media Objectives:
Drove more than 364,000 unique visitors to www.shaveeverwhere.com (40% credited PR activity) and prompted 700 comments on Facebook and at least 1.8 million Twitter impressions.

Traditional Media Objectives:
(1) Generated 138 million impressions, exceeding goal by 72%; and of our 144 placements, 66% were "Tier A" outlets.
(2) Brand mentions included in 100% of coverage, with 94% including an additional mention of the campaign or product.
(3) Coverage was 100% positive or neutral and the CPM achieved: $2.96.