Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
With the great success of “Sexy Shave I” campaign in 2012, Gillette wants to further own the concept of “Wet shaving is sexy” and enhance the influence to turn more electronic shaver users to wet shaving users. So we plan the “Sexy shave II event marketing” which creates the entertainment gossip to attract attention and leverage comprehensively the influence of social media and KOL to arouse discussion.
Solution：
Firstly, GYY's performance stands in sharp contrast with her previous elegant image, which delivers the brand message that “female will be crazy when she is with a wet shaving man”.
Secondly, with the mode of “affair leaking - attraction for public attention - celebrity/KOL amplification - celebrity clarification - truth announcement”, Gillette build a commercial event into “real entertainment news” to attract close attention from netizens and mainstream media.
In the end, the event achieves not only hot topic “GYY Wet Shaving Gate”, but also the incredible success and amazing media exposure very limited resource and investment.
@comm led the whole process from creative ideas, star recommendation, online execution, and media partners, bringing the effect of media communication into sales channels. During the activity, Gillette Tmall flagship store sold out all the stocks, and set the highest sales month in China.
On December 22, Christmas is approaching, Gillette and @ comm also organized a called "the most sexy Christmas party" landing activities, gao in Beijing with close interactive media and consumer, teach customers how to correct "sexy wet shave", the media frenzy in the late and great exposure also let "sexy wet shave" activities to a perfect end.
This project has won many international and domestic professional awards, including the annual outstanding award for the best use of social media in Asia Pacific by the most authoritative public relations consulting magazine in the global public relations industry.
Result：
Therefore, the interesting topic of marketing communication has aroused the attention and active participation of target consumers. Gao yuanyuan + wet shave has also become the first topic of social media and search engines, triggering active reports from mainstream media including 7 programs of traditional TV media. A total of 3000 media have independently reported the activity.
