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.
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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
BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250kNovember 2012, UK males 18 - 55 years
16 - 24
25 - 34
35 - 44
Male
ABC1
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearENGAGEMENTEXPERIENTIAL
SAMPLING
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