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CASE STUDY: Razor-brand spark men's passion for Christmas gifts

Provided by Contagious Communications Ltd.
Schick's facebook app allows men to subliminally ask for what they want for Christmas

Tell us about the Opportunity / What is it?

Razor manufacturer Schick created a Facebook app, The Schibliminizer, that subliminally embeds men's Christmas wishes into the minds of their partners.

What is the Marketing Objective?

To change attitudes in the run up to Christmas and acquire new customers/defend market share. Additionally, Schick wanted to increase their social media following and drive web traffic.

How does it work?

By logging onto The Schibliminizer, which was created by Y&R New Zealand, users could choose from two 'unbearably cute' videos. Having selected either the puppies or the smiling baby film, men were then required to upload an image of themselves, and a photo of the present they wanted. These were embedded into the video, so that when your wife/girlfriend watches it, she subliminally picks up on the fact that you really, really want a motorbike

Features / Benefits

On a tiny budget of US $3,300, Schick's Schibliminizer delivered 18 million Facebook impressions and was actively used by 3,321 people, 13% of their entire audience. the messaging was spot on for Schick, and a refreshing example that brand values can shine through without the need for clunky product placement or references. However, Contagious do think that with some exposure from paid-for media the app's strong concept could have spread globally.

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50k18 million Facebook impressions, 3,321 men
16 - 24
25 - 34
35 - 44
LocationTimingsMarketing ObjectiveOpportunity Type
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