CASE STUDY:Experiential Engagement Boosts Gillette's Movember
Provided by Haygarth Live
Gillette approached us to turn their headline sponsorship of Movember into experiential and digital activity with a wow factor.
What was the Challenge / Background of the Campaign?
How do you turn Gillette's headline sponsorship of Movember into experiential and digital activity with that elusive attention-grabbing wow factor? More specifically, how do you bring together a huge mainstream international brand and an edgy charity dripping with urban cool so both get the most out of it?
What was the Campaign Objective?
- Engage males 18-50
- Merge an international brand with an 'urban cool' charity
- Create a wow factor through both experiential and digital channels
- Keep the audience engaged with the brand throughout the story
What was the Solution?
We have created an impressive, immersive world for the timeless gentlemen, including a fully operational barber shop in Carnaby street, a Gillette Gentlemen's club and a UK-wide tour to style the national Mo's.
This is a ground-breaking campaign for Gillette who are moving into new creative territory as well as new product development - targeting younger men who are willing to be more daring and expressive with their facial hair.
In the digital and social space, we have transformed Gilletes Facebook community into a 'tongue-in-cheek' world of gentlemanliness.
What were the Results?
Shave numbers and consumer event: 31 live days, 3600 shaves, 16 events, Key coverage in Sport Magazine, GQ Magazine and Sky News, x3 IPM awards, x1 Grocer award