CASE STUDY: The World's Largest Shaving Lesson
Provided by Guinness World Records Ltd
Guinness World Records and Gillette team up to raise funds for Movember charities and create a stand-out record breaking event.
What was the Challenge / Background of the Campaign?
Gillette are headline Movember sponsors and have an ongoing commitment to raising awareness and funds for Prostate Cancer UK and The Institute of Cancer Research.
What was the Campaign Objective?
Gillette turned to Guinness World Records to create a fitting challenge that would engage males 18-50, integrate their international brand with the Movember Foundation, and create an opportunity to launch the new Gillette Fusion ProGlide Styler.
What was the Solution?
Guinness World Records crafted a unique record challenge to mark the end of Movember with a media-grabbing stunt for the 'Largest Shaving Lesson' at Westfield Stratford shopping centre. Gillette also set up a barber store in Covent Garden, offering free luxury shaves and a 'Mo groom' for all 'Mo Bros' with the new Gillette Fusion ProGlide Styler. The store also became home to 'Mo Gents United', a champion team of Mo growers and hosted supporting events throughout the month including comedy and games nights.
What were the Results?
This was an outstanding success with over £100,000 raised through donations for every Gillette product sold with the Movember stamp. Social media sites were alive with talk about the event with a reach of over 700,000. The industry loved it too, awarding the campaign with 3 Institute of Promotional Marketing awards and a National Grocers Association award.
The client loved it too:
'We hope that together with Movember and our consumers across the UK, we can help change the face of men's health, one Mo at a time!' Jared Regan, BRAND MANAGER Procter & Gamble - GILLETTE
What were the Key Learnings of this Campaign?
It was clear from the start that recruiting willing participants and word of mouth excitement was important. Participants were recruited from the 'Mo Gents United' team and Gillette teamed up with Superdrug, to unlock a nationwide POS display plan across all their stores and e-commerce site, offering shoppers the chance to be part of the event. After the event participants took home a goodie bag with a free Gillette Fusion ProGlide Styler and Gillette committed to raise up to £100,000 for Movember through donations for every Gillette product sold with the Movember stamp.