We have prepared a very complete case which you’ll find below, but because we know you’re a busy bunch, here’s a 2-min case film
Our starting point
For more than 80 years, Philips has been the leading brand in the male grooming market.
With a strong focus on new technologies and innovations, their products are built around a deep understanding of the ever-changing needs of men.
One of those products is the all-in-one groomer 7000 series; loved by anyone who tries it but, in a highly crowded category, not on every man’s radar.
Philips approached us to help break through the clutter with a new campaign that shows how their product is the obvious choice for all modern grooming needs.
A wider opportunity
While delving into the world of our men, we saw an opportunity that was bigger than the brief. Because beyond product relevance, we detected a clear need for more real and honest communication when it comes to men and their hair.
The conversation around women’s shaving and hair removal has become a lot more diverse and honest in the last couple of years, with brands like Billie and Estrid leading the charge. But until today, this conversation has not happened for men.
The male body positivity movement is slowly ramping up, but it never concerns hair.
Unhappy with hair
And this is a big issue. Research shows that the majority of men are ashamed of their body hair (OnePoll, 2019).
Which isn’t that crazy when we take a look at the untrue image of (the often lack of) male body hair we see displayed in advertising around us.
Spreading body hair positivity
Together with Philips, we decided to change that and play an active role in addressing these insecurities by spreading some much needed body hair positivity.
Our goal for this campaign was to spark a conversation that ignites change in the entire male grooming category. And while doing so, pivoting the Philips brand into a bolder and more inclusive direction.
Finding the right men
We needed to get real every step of the way when crafting our campaign, so we rejected the standard way of advertising casting and went looking for men – and hair – you don’t usually see on screen.
From street casting to different groups online. We visited forums you’ve never heard of. Sent hundreds of DMs. We scoured the internet to find the real deal: men with genuine, diverse hairy needs.
Honest and versatile
We came up with a sharp and disruptive concept which breaks with the homogenous look of the category. No clean-shaven, successful-looking, corporate dudes, but real men with real hairy needs.
In line with the versatility of our product, we wanted to show it all: chests, legs, ears, arms, back, and balls (yes, you read that right).
By being honest about men’s grooming needs and habits, we celebrate all body hair, leaving no men – and hair type – behind.
Curly, thick, straight or wavy – you name it, the all-in-one groomer 7000 series will trim, shave or edge it.
A social-first campaign: hyper-relevant ads, delivering the right message to the right people at the right moment.
Social-first and format-playful
We created a social-first campaign featuring hyper-relevant ads, delivering the right message to the right people at the right moment. Through various storylines and assets we engaged people across platforms like Facebook, Instagram and Youtube.
Content that caters to different audience segments with different engagement habits, with interactive content, tap tos, tap & holds, swipe mechanisms and more – all native to the platforms and format-playful, showing the versatility of our product in an extremely engaging way.
Impressions & Ad views
Reacting to our content
Our global campaign scored above Facebook benchmark, with a combined 1B+ impressions and 7M in engagement in our key markets.
We witnessed an important market share increase of 14.7 points, corresponding to an 83% and 87% increase in sell-out value and units respectively.
Most importantly, we put the male body hair positivity topic in the agenda and sparked important conversations around the topic, empowering men around the world to feel comfortable and confident in their own, unique bodies.
Market Share increase
Sell-out increase in units
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