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CASE STUDY: Gillette Knock and Swap

Provided by smp
A unique two-stage door to door concept was devised that got disposable razor users to participate in the promotion.

What was the Challenge / Background of the Campaign?

More than 7 million men still use disposable razors however, shaving is not a category that the consumer actively thinks about (despite men doing it everyday). Sampling is therefore the perfect mechanic to generate consumer trial. A unique two-stage door to door concept was devised that got disposable razor users to self identify themselves and actively participate in the promotion. Find out more...

What was the Campaign Objective?

Get men to try Gillette disposable razors

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details26% opted in
All adultsMale
All
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All YearDRIVE TRIALDIRECT MARKETING
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