THE NEXT WAVE by MEC New York for Schick

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THE NEXT WAVE

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

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: SCHICK
Product/Service: SCHICK HYDRO MEN’S RAZOR
Date of First Appearance: Jun 14 2010
Entrant Company: MEC, New York, USA
Media placement: n/a - n/a - 15/6/2010
Media placement:   - - 31/12/2010

Insights, Strategy & the Idea
The Hydro was the biggest launch in Schick company history, introducing a revolutionary new razor that focused on giving back what every other razor takes away from skin: hydration.

To successfully launch Hydro and break through the competition’s media spend—which was nearly double ours—we needed to connect with our elusive target audience (men 18 to 24) in a culturally relevant way that would also educate them about the product's benefits.

We created an interactive platform that would connect the Schick Hydro brand to emerging music, a key consumer passion point and one that we determined to be "ownable" by Schick. Connecting the brand to music also allowed us to cleverly integrate the brand's positioning, "a blast of hydration."

Creative Execution
We partnered with music destination VEVO to create “The Next Wave," a branded channel that featured "emerging artists that are making a splash." Schick enjoyed run-of-network equity as the sole advertiser on the channel, which prominently featured Hydro wallpaper and display ads. We also produced co-branded, call-to-action vignettes featuring relevant emerging artists that drove consumers to “The Next Wave." Social media tie-ins included The Schick Hydro Experience on Facebook and Twitter, as well as promotions from VEVO and featured artists designed to spread word about the channel.

Results and Effectiveness
The Next Wave experience successfully drove awareness, consideration and buzz among the target consumers.
Dynamic Logic results showed brand awareness increased significantly among those exposed to the VEVO program vs. standard brand advertising:
• Hydro Aided Brand Awareness (exposed to Hydro ads): 43%
• Hydro Aided Brand Awareness (exposed to Hydro VEVO): 61%

The Dynamic Logic study also indicates that the program spoke to our targets' passions, generated a memorable first impression and helped them understand why Hydro was a great fit for them:
• Fit my Interests: 59%
• Fun and engaging: 60%
• Positive Image of Schick Hydro: 52%