Find out how we helped launched Gillette On Demand with influencers, taking a more modern approach to their existing razor subscription service.
Campaign Reach
Campaign Engagements
Male Audience
17-24
A new model took the world by storm with an innovative new concept: a razor subscription service. Dollar Shave Club competed by being exceedingly cheap at $1 with a new delivery form. However, since then, there’s been a significant opening in the market for a high-quality razor subscription.
Gillette on Demand is a modern “edgier” update on its razor subscription service. Gillette caters to millennials by shipping them blades through a traditional subscription-only model or flexible on-demand option. Reordering blades is as simple as a one-word text message or going online.
We had three primary objectives for a successful campaign:
1. Launch Gillette's competitive service to Harry’s and Dollar Shave Club.
2. Drive brand awareness for Gillette's On Demand towards male Gen Z and Mellinnal demographic.
3. Launch a successful Father’s Day Campaign that showcases the premium razor and emotional appeal of son's bonding with their father over the act of shaving.
Sugarfree launched a viral campaign during Father’s Day called #GoAskDad. This was a heartwarming campaign that allowed influencers to reflect on their family relationships and encouraged male millennials and Gen Zers to ask their fathers about shaving.
This was hugely successful with over 7.4 million impressions and 80,000 engagements. Additionally, the majority of social engagements from the campaign came from male users aged 17-24.
Sugarfree worked closely with influencers to ensure the Gillette brand was a good fit for their audience. Across the influencer network, Sugarfree identified the top influencers who had previously organically shared posts about the brand and about shaving.
It was important to feature authentic relationships. Influencers were encouraged to post about authentic moments about genuine relationships with their fathers.
Sugarfree did in-depth research prior to launch to gauge the market and understand how virality would occur through consumer sentiment. In particular, Sugarfree interviewed influencers on their take on-brand messaging before engaging in a campaign. This resulted in highly genuine reviews and promotions. As the campaign played out, indeed Gillette’s On Demand campaign has aided by stellar consumer reviews from followers as well.
Sugarfree delivered an exciting and heartwarming launch of Gillettes text to reorder service resulting in a viral and highly engaged campaign that showcased influencer marketing at it’s best. As a result, Sugarfree was able to deliver:
1. Successfully launch their new On Demand service with targeted user-generated content tailored to key brand messaging.
2. Drove targeted brand awareness for their On Demand service with over 55% of the audience reached being ages 17 to 24.
3. Created key content that showcased the razon and emotional act of son's bonding with their fathers over the act of shaving.
We had three primary objectives for a successful campaign:
1. Launch Gillette's competitive service to Harry’s and Dollar Shave Club.
2. Drive brand awareness for Gillette's On Demand towards male Gen Z and Mellinnal demographic.
3. Launch a successful Father’s Day Campaign that showcases the premium razor and emotional appeal of son's bonding with their father over the act of shaving.
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