Schick Intuition Brand Awareness Case Study

Schick Intuition Ribbon Bomb

BeebyClarkMeyler.com | @GoBCM

With the launch of its new product extension for 2014, Schick Intuition with Visible Ribbons of Moisture, the brand sought to: • Create awareness of the new product • Grow awareness of the brand’s unique attributes • Increase purchase intent of the razor


• To create engagement with the new product, we designed an influencer video and UGC program centered around the idea of “Ribbon Bombing”

• Two online influencers were tapped to create original videos around the ribbon bombing concept: Comedienne/singer/actress Brittani Louise Taylor, and lifestyle guru Weylie Hoang

• The videos included a digital coupon for the product, as well as a call out for a UGC contest: #PutARibbonOnIt


Brittani created an original music video, “Ribbon Bomb,” that showed her ribbon bombing everything she saw, from her friends to a puppy’s paw, while Weylie’s video, “Easy Ribbon DIY” took a crafty approach to ribboning


Both videos, supported by Facebook media, directed consumers to watch the videos, and to enter a DIY Ribbon Bomb contest for a chance to win a spa trip


Consumers were highly engaged with the contest, with some participants inspired to recreate parts of the influencer videos


Views and Engagement • The videos have received over 1.5M views since launch, with the vast majority of video comments showing positive reaction to the product and the creative Increased Awareness and Purchase Intent • Pre- and post-campaign surveys showed that watching the videos led to a statistically significant increase in awareness of product attributes, as well as a statistically significant increase in purchase intent Increased ROI directly attributable to Media Campaign • Ultimately, product sales of Schick Women’s razors increased significantly as a direct result of exposure to the related Facebook media campaign


Beeby Clark+Meyler is an award-winning interactive agency focused on innovation in media. By this we mean the creation of new and more effective marketing based on the consumer’s evolving interaction with, and consumption of, media. We design highly productive marketing programs that leverage today’s most engaging digital media technologies to enable more brand engagement, awareness and sales. For more information, contact Stuart Meyler, Principal [email protected], 203.653.7950 Visit: BeebyClarkMeyler.com Follow: @gobcm

Marketing

Schick Intuition Brand Awareness Case Study