Gillette Promo THE ULTIMATE SUMMER JOB ROAD TRIP by Porter Novelli

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THE ULTIMATE SUMMER JOB ROAD TRIP

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Industry Shaving
Media Promo & PR
Market United States
Agency Porter Novelli
Released July 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GILLETTE
Product/Service: RAZOR
Agency: PORTER NOVELLI
Date of First Appearance: Jul 1 2010
Entrant Company: PORTER NOVELLI, New York, USA
Media placement: Print Placement - Boston Globe - 12 August 2010
Media placement: Print Placement - Boston Herald - 17 August 2010
Media placement: Online Placement - Forbes.com - 5 August 2010

Describe the objective of the promotion.
Design an engaging and interactive program supporting the Gillette Fusion ProGlide (GFPG) launch that continued to drive consumer endorsements, advocacy and trial, and sustained the excitement sparked by the brand’s national GFPG launch event.
• Leverage Gillette brand ambassadors, turning “skeptics into believers”.
• Generate media coverage in news channels.
• Task the new Gillette ambassadors with creating consumer-generated content, including written blog posts, photos and engaging videos that were included on a branded blog.
• Build engagement through Twitter and YouTube.
• Secure consumer-generated content, including videos and Twitter engagement through social media crowdsourcing and consumer brand ambassadors.

Describe how the promotion developed from concept to implementation.
The Ultimate Summer Job was born.

Jason and Adam, our two consumer brand ambassadors, literally had the ultimate summer job: travelling across the country to engage consumers and encourage trial of GFPG with product samples and mobile shave stations. They stopped at major sporting events, music festivals and exclusive parties. They also received VIP experiences at events such as ESPN’s ESPY awards and the Brickyard 400. And on top of this, they received $25,000 each.

Explain why the method of promotion was most relevant to the product or service.
• Coordinated a nationwide tour with the Gillette brand ambassadors that stopped in more than 15 cities over six weeks, to engage consumers and encourage trial of GFPG.
• Coordinated shave stations in several of the cities to continue testimonial and sampling efforts, growing GFPG’s fan base.
• Developed a consumer-facing blog where the “ultimate believers” chronicled their experiences through written entries, photo and video submissions.
• Leveraged existing Gillette Facebook page and Twitter handle to increase visibility of the Ultimate Summer Job blog via shared content, VIP kit giveaways and targeted fan requests.

Describe the success of the promotion with both client and consumer including some quantifiable results.
GFPG, the most successful razor launch in Gillette’s history, became the number one razor in the category two weeks after the launch. We exceeded our goal of 50% awareness, reaching 56% awareness by the end of May – one week prior to wide retail distribution and mass advertising. Awareness of GFPG continued to grow: 66% through June and 72% through July.

With the Ultimate Summer Job, our results increased:
• Generated more than 371 million impressions.
• Generated more than 2 million impressions through foot traffic.
• Conducted 257 consumer shaves at 10 Shave Stations.
• Distributed 4,550 Gillette Fusion ProGlide Razors.