Studies

Integrated Campaign: Gillette Venus

OBJECTIVE

• Create an immersive integrated program for Gillette, while positioning Venus Bikini Kit as the ultimate essential beauty product for bikini season

STRATEGY

• HDM developed a multi-platform "Bikini Ready" program inclusive of first-to-market opportunities that highlighted brand power and product relevancy during summer

Solution

• "Are you Bikini Ready?" in-book advertorial quiz
• "Bikini Bootcamp" Video Gallery Page that promoted custom bikini shopping videos with Gillette spokesperson, Shoshanna Lonstein-Gruss
• "Best Swimwear for Your Shape" Expert Advice Gallery
• First to market Pictela Pushdown Unit
• Cosmo Facebook Tab that featured bikini videos, Beauty Ambassadors, sweeps, and Pictela content unit

Promotion included:

• Corporate PR
• Sponsored Tweets & Facebook Updates
• Sponsored Editorial Placements
• Cosmo Hot Spot Promotional Listing
• SEM campaign
• High-impact, targeted beauty media placements

EXPERIENCE

• Pictela Pushdown generated high level of brand engagers
• Strong time spent