Women's Razor Launch
With women's razor brands being predominantly soft and "ladylike" online, it was time the category got a dose of #RealTalk. After winning the BIC Soleil business, our first assignment was to change the way BIC Soleil would walk, talk and look across digital and social. By introducing content that's authentic, clever and lighthearted, we found a #Squad amongst our fans.
While content engaged new fans, our partnerships with influencers, media outlets and celebrities extended our reach and played a large role in making BIC Soleil the #1 women's razor.
GOLDEN TRUMPET AWARDS
"Best in Social Media Campaigns"
CREATIVE MEDIA AWARDS
"Best use of Spotify"
"Best in Media Kit Design"
"Shortcuts" Content Series
Every woman has an arsenal of beauty hacks they turn to in a pinch. We personified some of the more notorious ones. Like the Peep-Toe Pedi: Why paint all 10 toes when only a few show? Or, the Capri Shaver: The illusion of a fully shaved leg achieved with minimal effort.
"Shower Yoga" Content Series
If you're a woman, you know you contort yourself into all kinds of positions trying to achieve a smooth shave. And...if you're a man, well, now you know. We created, shot, and produced a "Shower Yoga" series to bring this insight to life. All moves are based on actual yoga poses.
Fifth Harmony Partnership
Millennial women are the most optimistic generation in history. They also hate advertising. So how do we find an authentic way to connect with them? By showing them more of what they love - Fifth Harmony. Our partnership with Fifth Harmony culminated in a media day, an Instagram takeover, and a Spotify partnership. And the Harmonizers definitely showed up. We more than tripled our following in 24 hours.
Media Kit Design
During our media day with Fifth Harmony, we distributed a media kit with information on our survey of millennial women. In it, we included shaving tips, product details, and our findings from surveying real women.
Our Spotify partnership gave fans a way to connect with Fifth Harmony (and other influencers) like never before. Our influencers created individual playlists featured on our BIC Soleil hub. These units resulted in a 230% increase in listening time and 33MM earned impressions.