GILLETTE FUTURE CHAMPION by MSL Italia for Gillette

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GILLETTE FUTURE CHAMPION

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Italy
Agency MSL Italia
Released August 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: PROCTER & GAMBLE
Product/Service: SOCIAL MEDIA PLATFORM
Executive Account: Paola Salmoiraghi (MSL Italia)
Business Unit Director: Giusi Viani (MSL Italia)
Digital: Davide Jucker (MSL Italia)
Strategy Director: Valerio Franco (EbolaIndustries)
Media placement: On-Line Press Conference - Tv, Radio, Webzine, Newspaper, Blog - September 2010
Media placement: Press / Video Release - Tv, Webzine, Newspaper, Blog - October 2010
Media placement: Press Conference - Tv, Radio, Webzine, Newspaper, Blog - January 2011

Summary of the Campaign
It is relatively simple to associate an important brand to famous spokespersons. It is much more difficult to bet on emerging names that consumers can relate to more easily. This was the global challenge launched three years ago by Gillette, which decided to reward young Italian athletic talents by proposing the first "Gillette Future Champion" project.
The goal was to identify rising stars who represent fair play, a drive to succeed, technical skills – the same as Gillette brand's values - presenting them to fans who then will elect their "Future Champion."
The challenge within the challenge of this edition was to make an already familiar initiative even more appealing by projecting it into digital sphere. The strategy had a particular focus 2.0, which encompassed all phases: from the "all online" kick-off press conference for journalists and bloggers, to the direct engagement of consumers through Gillette Italia Facebook page; from ongoing media and blog relations to the conclusive press conference and the crowning of the winner.

Main results:
- On-line press conference 55 participants
- + 600% consumers’ votes vs year ago
- 206 stories: + 40% vs. year ago
- Readership 103 million
- 50 participants in closing press conference
- 7,088 fans of Gillette Italia Facebook page

The Situation
To get closer, engage and create an emotional tie between Gillette and the youngest target category (young men between 18 and 25): this was the opportunity of the campaign.

These are young men who love sports, who can perceive Gillette’s 'global ambassadors' (Tiger Woods, Thierry Henry, and Roger Federer) as inspirational figures, probably beyond their reach.
To reduce this gap, Gillette created the "Gillette Future Champion," pushing the young Italian 'celebrities' who speak the same language as the target consumers and directly transmit to them their own values, which also coincide with the brand values: striving for excellence, performance, fairness.

The Goal
Strengthen the emotional link between Gillette and young target;
Reinforce "Gillette Future Champion" awareness among young consumers;
Keep traditional editors attention high on the 3rd Edition;
Start a relationship with on line influencers;
Engage consumers directly via Facebook.

The overall criteria for success: to beat last edition’s results without the boost of a TV advertising campaign.

Target audience:
Men (18-25 years old)
Sport and lifestyle editors
Sport bloggers

Research process: mapping of all the on-line influencers, one-to-one contact, on-line press conference’s invitation, sharing communication pointers, ad hoc anticipation and exclusive contents, invitation to the press conference to celebrate the winner.

The Strategy
Create a holistic "Champion" programme that builds on the spirit and equity of the brand, making it closer to local consumers and media for the identification of a local Future Champion testimonial;

Continue to reinforce the relationship with traditional sport journalists;

Engage the most influential Italian sport/football bloggers to:
- start a dialogue with on-line influencers to achieve younger consumers involving them in the Gillette world
- Leverage new digital tools to make Gillette closer to the target

Exploit the new Gillette Italia Facebook fanpage to engage consumers

Execution
Announcement: online presentation of Future Champion 2010 via web conference (Sept 10)

Online web conference for both sport editors and sport bloggers. Live chat with candidates has been carried out to give editors and bloggers the opportunity to interact with them.
Each on-line participant had the opportunity to talk with the Champions.
Tools: digital press kit, traditional press release, backstage video, event/champions pictures, Facebook page to start dialogue with consumers using FC’s materials contents.

Ongoing Programme: holistic activation of the program & Consumers voting. (Oct 10-Jan 11)

Both traditional and on-line press office activities to keep media and bloggers attention high.
Exploitation of advertorial contents as additional hooks for sport bloggers to continue to push buzz around the initiative and increase on-line WOM

Celebration (Jan 11)

- Traditional press conference to present and award the winner
- On Gillette Facebook fanpage "live" press conference allow fans to experience the event live.

Documented Results
Main results:

- 55 participants in the on-line press conference, including sports journalists and bloggers
- number of votes cast by consumers was six times higher the previous edition: + 600% consumers’ votes;
- 206 stories in TV, radio, newspapers, web, blogs: + 40% vs. year ago
- readership: 103 million
- 50 participants in the closing press conference
- 7,088 fans of the Gillette Italia Facebook page as of January-February 2011.