Gillette Face Off

How do you promote your newest razor to African American men – a group that tends to have sensitive skin and razor bumps, and as a result, doesn’t always use the correct shaving regimen? 

You create a battle of shaving skills called the Gillette Fusion Proglide Face Off, hire the hilarious comedian JB Smoove to be host, and assemble a panel of key African American influencers to be judges. 

Person with the best technique and shaving regimen wins. 

To get eyes on the campaign, we rolled out webisodes on Youtube and Complex.com. 

As a copywriter, I came up with the campaign idea, wrote the scripts, and collaborated with my team to produce the series.

Results:

  • Awareness spiked for the Gillette Fusion Proglide

  • 4 of the 5 videos became Gillette’s highest rated videos ever

  • The 6th video became Gilette’s 6th highest rated video ever

 
 

 

Webisode landing page on complex.com:

 

Web banner: