To create buzz around its latest product, Gillette BODY, Gillette targeted a rapidly expanding audience of body-grooming men. With a digital-first approach anchored by YouTube, the campaign drove awareness for Gillette BODY and delivered more than 500K clicks-to-buy.
Goals
Launch Gillette BODY and create awareness around the new product
Drive sales for Gillette BODY
Approach
Focused on digital and mobile to reach millennial males (YouTube reaches more of them than any cable network in the U.S.*)
Identified and optimized against top-performing geographics and demographics
Used TrueView in-stream and TrueView in-display ads
Results
Delivered more than 500K clicks-to-buy and surpassed sales expectations by up to 4X across seven markets
"100 Years of Hair" garnered 13.5M views and gained 54M impressions
84% of viewers watched at least 85% of the ad
Gillette searches grew by 211% and clicks grew by 111% (biggest increase ever for the brand)
*Nielsen study (U.S.), December 2013–February 2015.
