PROGLIDE CHALLENGE by Proximity Toronto for Gillette

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PROGLIDE CHALLENGE

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Industry Shaving
Media Promo & PR
Market Canada
Agency Proximity Toronto
Creative Director Toygar Bazarkaya, John Gagne Agency Team:
Art Director Graham Ameron, Jeffrey Dasilva
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: PROCTER & GAMBLE
Product/Service: RAZOR
Agency: PROXIMITY CANADA
Date of First Appearance: Mar 25 2010
Entrant Company: PROXIMITY CANADA, Toronto, CANADA
Entry URL: http://www.getaloadofthis.ca/2011/ProGlide
Creative Director: Toygar Bazarkaya (BBDO New York)
Creative Director: John Gagné (Proximity Canada)
Creative Director/Writer: Dave Stevenson (Proximity Canada)
Art Director: Jeffrey DaSilva (Proximity Canada)
Art Director: Graham Ameron (Proximity Canada)
Writer: Jonathan Ruby (Proximity Canada)
Project Manager: Stefan Fabich (Proximity Canada)
Project Manager: Matt Petras (Proximity Canada)
Agency Account Manager: Morgan Seamark (BBDO New York)
Agency Account Manager: Mark Pileggi (Proximity Canada)
Agency Account Manager: Christine Smith (Proximity Canada)
Agency Account Manager: Jacqui Vale (Proximity Canada)
Social Media: Collin Douma (Proximity Canada)
Strategy: Allison Humphreys (Proximity Canada)
Media placement: Digital Campaign - Men’s Health - 17 May 2010
Media placement: Digital Campaign - Yahoo Network - 17 May 2010
Media placement: Digital Campaign - YouTube - 17 May 2010
Media placement: Digital Campaign - Google - 17 May 2010
Media placement: Digital Campaign - Facebook - 17 May 2010
Media placement: Digital Campaign - Twitter - 17 May 2010

Describe the objective of the promotion.
Gillette was introducing the new Fusion ProGlide, it’s most advanced and expensive razor ever.

Our challenge was to get men who wet shave to upgrade to ProGlide. But these guys were extremely sceptical about claims of superior comfort and reluctant to pay more.

Not to mention, the competition was launching their own new razor at a lower price point weeks before ProGlide.

Describe how the promotion developed from concept to implementation.
The good news was that once guys tried the new ProGlide they instantly felt the difference. And they became believers. The question was: how do we get millions of sceptical guys to believe? And how do we own the online conversation about razors?

The answer was to enlist the one group that guys really listen to... other guys.

We devised a social media campaign to encourage men to try the razor for themselves, then enlist them to spread the word to other guys - and do the convincing for us. And we did this all before the actual launch date of ProGlide.

Explain why the method of promotion was most relevant to the product or service.
The ProGlide Challenge confronted men’s scepticism head on. We travelled with mobile shave studios putting the razor into real guys’ hands, and capturing footage of them becoming believers. These testimonials were seeded online and put into our online advertising.

We knew once we got guys to try ProGlide they would be convinced and conversation would spread.

So, at the same time, we reached out to bloggers, Facebook fans and YouTube celebrities to give away thousands of our samples within their online networks using a custom sampling widget. And we drove believers to become advocates on YouTube, Facebook and Twitter.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Within weeks of the product launch ProGlide was Gillette’s most successful launch ever.

The campaign spread quickly through paid and earned media: over 525 million impressions on Facebook, 900 million impressions through search, 23 million impressions with blog reviews, 4.4 million mentions on Twitter… all in all, the digital campaign generated over 2.5 billion impressions.

Awareness and trial was 4% higher than forecast while repeat purchase, the key business measure, was 14% higher than forecast.

Clearly, the ProGlide Challenge had turned thousands of guys from razor sceptics into ProGlide believers.