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美元剃须俱乐部-欢迎来到俱乐部

案例简介：挑战的解释 (30% 的选票) 2012，迈克 · 杜宾获得名人地位。他不是运动员、演员，甚至不是职业扑克玩家。他是企业家。有着绝妙的主意和邪恶的幽默感。当他推出基于订阅的 Dollar Shave Club 时，他打破了过时的 bullsh * t razor 商业模式-迅速成为一个现代的病毒英雄-为人们提供他们一直需要的东西。第一年，销售额达到 400万美元，迅速从领导者吉列和希克那里获得份额。在不到五年的时间里，销售额超过了 1.5亿美元。然后，2016年，DSC 被联合利华以 10 亿美元收购。多么成功的故事，对吗？你说得太对了。但是正如任何品牌建设者所知…… 破坏一个行业并推出一个产品与建立有意义的联系并与快速发展的受众保持相关性是非常不同的。歇斯底里的以产品为中心的广告吸引了剃须刀和投资者的注意力，但它将品牌限制在廉价剃须刀的狭窄定位上，而事实上 DSC 的野心要大得多。毕竟，那是一个俱乐部。那么我们如何让现代人知道 Dollar Shave Club 是一个他们都想成为其中一员的俱乐部呢？洞察力/突破性思维 (30% 的选票) 我们不会盲目重塑这个极其成功的品牌。进化将来自对现代人需要什么的深刻理解。我们需要知道男人感觉像一百万美元需要什么。所以我们进入了美国各地的浴室，卧室，更衣室，杂物箱和健身包-探索男人的压力，习惯，欲望和怪癖。移动民族志，深入采访和共同创造发生在建筑工人，技术兄弟，理发师和商人身上。我们甚至去东京探索自我护理的各个方面 -- 从冥想到温泉沐浴的古老艺术 (是的…… 我们裸体了。) 不管我们遇见谁，他们在哪里，或者他们看起来有多优雅，脆弱总是悄悄进入。有趣的是，符号学揭示了这一点，几乎从来没有反映在类别消息。一个接一个的人承认非常想更好地照顾自己，但是没有指南。可笑的是，旧的狗屎，淋浴，剃须程序是缺乏的; 没有人领导一个更进化和现实的指控。感觉一百万美元不是他们的目标。他们想要一百块钱版本的真实自我。在 DSC 和我们团队之间的品牌训练营研讨会上，我们取得了突破。甚至乔治·克鲁尼也放屁。创意 (20% 的选票) 从第一天起，迈克 · 杜宾创建了一家有男人支持的公司。通过我们的工作，很明显，该品牌已准备好确定与该愿望直接相关的更高订单目的。 “彻底接受” 是我们想法的关键。将 DSC 定位为唯一一个无论在哪里都接受男生的俱乐部，然而他们是…… 屁股汗水、鼻毛、坑渍等等。这种杀手级的洞察力有助于指导内部创意团队开发新的品牌国歌。 2018年7月，“做好准备” 让我们在洗澡时间、剃须球、修剪鼻毛和一般 -- 谦卑而滑稽 -- 秘密的浴室行为中窥视。描绘真实男人 (和女人!) 的真实故事，同时巧妙地突出了剃刀以外的整个产品组合。我们几个月来听到的真实场景被完美地设置成了有感染力的轨道，“我必须是我”，观众立刻哼唱起来。结果/结果 (20% 的选票) “做好准备” 为一个一直引发对话的品牌引发了新的关注。时刻和人物的激进真实性推动了有机的社交对话，精确地与沟通目标保持一致，突出了包容性、浴室的脆弱性状态以及分享和寻求建议的急需正常化。 -在 6 周内，我们在 YouTube，Facebook，Twitter 和 Instagram TV 之间达到了近 400万的浏览量 (3,980,363)。 -Facebook 情绪测量 88.3% 积极/中立。 -YouTube 预滚动，平均观看内容的 97% (: 30 的 27) 和 74% 的视频浏览率。 -在 Hulu 内部，广告导致了辅助品牌意识的 9.5 PP 转变，广告意识的 22.6 PP 转变，以及考虑意图的 9.9 PP 转变，都打破了 CPG 基准的 3.5, 5.2，分别为 2.5。重要的是，这项工作给了 DSC 一个新的开始，大胆地描绘了现代男子气概，反映了男人的日常现实和真理。陪审团的文化/上下文信息 (150 字) 我们今天对男人的深入研究是在全球 # metoo 运动之前开始的，男人品牌的疯狂冲刺使他们远离过时的有毒男子气概。但是 “照顾好自己” 的想法很自然地开启了许多关于今天成为一个好人意味着什么的对话…… 以及他们如何定义现代男性气概的支柱。如果通过 o 表示过时的男性比喻或不切实际的 hipstagram 完美，有一点是肯定的-太酷而不关心或太酷而不适合学校是没有成效的，不起眼的和不现实的。即使在整个创造性发展过程中，文化对话围绕着我们,我们再次确信，我们对 “激进接受” 的想法得到了支持，重要的是，我们感到绝对符合每个人今天需要看到更多的诚实 -- 这与漫画救济 DSC 一直以来的生活相一致众所周知。

美元剃须俱乐部-欢迎来到俱乐部

案例简介：The Interpretation of the Challenge (30% of vote ) In 2012 Mike Dubin gained celebrity status. He’s not an athlete, actor or even a professional poker player. He’s an entrepreneur. With a brilliant idea and a wicked sense of humor. He disrupted the outdated, bullsh*t razor business model when he launched the subscription-based Dollar Shave Club––quickly becoming a modern, viral hero––delivering guys the stuff they always need. In year one, sales hit $4 million, quickly snagging share from leaders Gillette and Schick. In less than five years, sales topped $150 million. Then in 2016, DSC was purchased by Unilever for ONE BILLION DOLLARS. What a success story right? You’re damn right. But as any brand-builder knows… disrupting an industry and launching a product is very different than building meaningful connections and staying relevant to a rapidly evolving audience. Hysterical product-focused advertising worked to grab the attention of shavers and investors, but it boxed the brand into a narrow positioning of cheap razors, when in fact DSC’s ambition was so much more. It was a club, after all. So how could we let modern guys know Dollar Shave Club is a club they all want to be a part of? The Insight / Breakthrough Thinking (30% of vote ) We would not blindly reshape this wildly successful brand. Evolution would come from deeply understanding what modern guys need. We needed to know what it would take for guys to feel like a million bucks. So we entered bathrooms, bedrooms, locker rooms, glove compartments and gym bags all over America – exploring guys stressors, habits, desires and quirks. Mobile ethnography, in-depth interviewing and co-creating happened with construction workers, tech bros, barbers and business men. We even visited Tokyo to explore every aspect of selfcare––from mindful meditation, to the ancient art of onsen bathing (yeah… we got naked.) No matter who we met, where they were or how polished they seemed, vulnerability was always creeping in. Interestingly, semiotics revealed this was almost never reflected in category messaging. Guy after guy admitted desperately wanting to take better care of themselves but had no guidebook. The old shit, shower, shave routine was laughably lacking; and no one was leading a more evolved and realistic charge. Feeling like a million bucks wasn’t their goal. They wanted a hundred buck version of their real selves. During a brand bootcamp workshop between the DSC and our teams, we had our breakthrough. Even George Clooney farts. The Creative Idea (20% of vote ) From day one, Mike Dubin created a company that had guys backs. Through our work it was clear, the brand was primed to nail a higher order purpose linked directly to that desire. ‘Radical Acceptance’ was the crux of our idea. Positioning DSC as the only club that accepts guys wherever they are, however they are… butt sweat, nose hair, pit stains and all. This killer insight helped guide the in-house creative team to develop a new brand anthem. In July 2018, ‘Get Ready’ let us all peek in during bath time, ball shaving, nose hair trimming and general––humbling and hilarious––secret bathroom behavior. Depicting real stories of real men (and women!) while smartly highlighting an entire portfolio of products beyond razors. Real scenarios we heard about for months were beautifully set to the infectious track, ‘I’ve Got To Be Me’ that had viewers humming along immediately. The Outcome / Results (20% of vote) ‘Get Ready’ ignited fresh buzz for a brand that had always sparked conversations. The radical authenticity of the moments and characters drove organic social conversation, aligning precisely with communication objectives, highlighted inclusivity, the state of vulnerability in the bathroom and much needed normalization of sharing and seeking advice. - Within 6 weeks, we reached nearly 4 million views (3,980,363) between YouTube, Facebook, Twitter and Instagram TV. - Facebook sentiment measured 88.3% positive/neutral. - YouTube pre-roll, averaged 97% of the content viewed (:27 of :30) and a 74% video view-thru-rate. - Within Hulu, the ad resulted in a 9.5 PP shift in aided brand awareness, 22.6 PP shift in ad awareness, and 9.9 PP shift in consideration intent, all smashing CPG benchmarks of 3.5, 5.2, and 2.5 respectively. Importantly this work gave DSC a fresh start, boldly depicting modern masculinity in a way that reflects guys everyday reality and truth. Cultural/Context Information for the Jury (150 words) Our deep dive into guys today began prior to the global #metoo movement and mad-dash of men’s brands distancing themselves from outdated toxic masculinity. But the idea of ‘taking care of myself’ had very naturally opened up many conversations about what it meant to be a good guy today… and how they defined the modern pillars of masculinity. If expressed through outdated masculine tropes or unrealistic hipstagram perfection, one thing was certain––being too cool to care or too cool for school was unproductive, unimpressive and unrealistic. Even as cultural conversations were swirling around us throughout the creative development process, we were re-assured that our idea of ‘Radical Acceptance’ held up and importantly felt absolutely in keeping with the honesty everyone needed to see more of today––brought to life with the comic relief DSC had always been known for.