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吉列娃娃脸
案例简介：概要 当你的工作是卖剃须刀时，胡须是个坏消息。近年来，胡须无处不在。在某些年轻男性群体中，几乎每个人都有胡子。在以色列，所有年龄段的人数约为40%。胡须意味着更少的人刮胡子，而那些刮胡子的人刮胡子的次数更少。作为市场领导者，吉列受到的打击最大。当胡子第一次变得凉爽时，我们非常放松。当他们得到我们认为的第一份工作时，他们会改变。但是，事实上，相反的情况发生了。即使是老板现在也有胡茬…… 我们的目标是找到一种方法，在为时已晚之前扭转面部毛发上升的趋势。 战略 我们信息的核心是触摸，我们的策略将基于四个关键原则: 首先，我们将强调新/期望父母提高对 “皮肤到皮肤” 沟通重要性的认识。其次，我们会将皮肤的感觉放在他们的手中，并且更具体验性。独特的数字体验将使男人感受到触摸胡须或胡茬的感觉，并与剃光光滑的脸形成对比。第三，我们将信息集中在新妈妈和爸爸正在考虑他们的新生儿或即将出生的时刻。最后，我们也会让妈妈们参与进来，在他们观看的时候展示我们的许多信息，确保他们给他们的男人增加了额外的压力，让他们为宝宝 “做一件小事”。毕竟，妈妈为分娩做出了巨大的牺牲。 相关性 胡子很大。浓密的。这对吉列来说是个坏消息，这个品牌多年来一直承诺最接近、最干净、最精确的剃须。为了使吉列再次相关，我们确定了说服千禧一代成为父亲的那一刻考虑剃须的最后机会。我们利用媒体来庆祝触摸的力量及其对新生儿的重要性，因为他们寻求与爸爸妈妈建立联系。我们将吉列转变为一个了解当今多种形式的男子气概的品牌。 结果 媒体立即拿起我们的皮肤到皮肤的故事和周围的研究和见解的讨论，它是基于赚取的媒体价值超过200,000美元。在婴儿交易会上，我们在短短三天内就建立了40,000个联系人，传播了我们的光滑爸爸的信息，并在准父母班获得了30,000个联系人。竞选活动后的研究发现，考虑到胡须父亲的剃须15% 提高。更有趣的是，支持清洁剃须的非父亲变得30%，尽管留胡子的新爸爸只是该类别用户群的一小部分，吉列作为市场领导者已经占据了近80% 的市场份额，但我们仍然看到销售额4% 增长。更重要的是，我们还改变了男性对吉列的看法，吉列的独立资产得分是 “一个理解我的品牌”，上升了17% %。 执行 我们的活动分为四个阶段: 首先，我们建立了对触摸情感力量的认识。电视节目庆祝爸爸愿意为新生儿做出牺牲。其次，我们向爸爸展示了婴儿的胡茬感觉。领先的男性杂志上的平面广告使用砂纸将体验带入生活，而独特的，首创的触觉技术应用程序，使男人可以在屏幕上移动手指以感受实际的胡须残茬。第三，我们去见了新爸爸，在婴儿博览会和分娩准备课程上推广这款应用，并在以色列最大的产科病房里有一个吉列品牌的剃须亭，全国10% 的婴儿都在那里分娩。最后，我们还创建了一个在线爸爸俱乐部，定制姐妹品牌pampers的庞大信息库，为关键时刻提供指导，例如如何进行第一次洗澡。 CampaignDescription 我们意识到，改变行为的最后机会是男人成为父亲的时候。这是他们准备为他们的孩子做出彻底改变的时刻。我们确定了一个关键的见解: 新生儿唯一的沟通方式是通过触摸。哈佛大学和波士顿儿童医院的研究证明，出生后立即释放的 “爱激素” 和 “皮肤对皮肤”/触摸交流有助于婴儿的成长，因为他们学会信任父母。这是一个强有力的信息，但不是一个与传统的吉列沟通。要改变行为，我们还必须改变吉列说话的方式。我们需要证明该品牌了解有多种成为男人的方式。我们将使用 “父亲身份” 作为描绘更丰富，更更新和相关的男性描述的一种手段。我们将庆祝男子气概的情感，关怀的一面。
吉列娃娃脸
案例简介：Synopsis When your job is to sell razors, beards are bad news. And in recent years beards have been everywhere. Among certain groups of younger men, almost everyone has a beard. In Israel, the figure is around 40% for all ages. Beards means that less people shave and those who do shave, shave less often. As market leader Gillette takes the biggest hit. When beards first became cool we were pretty relaxed. They’ll change when they get their first job we thought. But, in-fact, the opposite happened. Even the boss now has stubble… Our objective was to find a way to reverse the rising tide of facial hair before it was too late. Strategy Central to our message was touch and our strategy would look to be based on four key principles: Firstly, we would highlight new/expecting parents to raise awareness to the importance of "Skin To Skin" communication. Second, we would put that skin sensation in their hands and be much more experiential. A unique digital experience would allow men to feel what it’s like to touch a beard or stubble and contrast that with a smooth-shaven face. Third, we would focus our message on moments when new mums and dads were thinking about their newborn or about to be born. Finally, we would involve the mums too by presenting many of our message at times when they would be watching, ensuring they added additional pressure for their man to “do one little thing” for the baby. After all, mums make huge sacrifices to give birth. Relevancy Beards were big. And bushy. And that was bad news for Gillette, a brand that had promised the closest, cleanest, most precise shave for years. To make Gillette relevant again we identified the last possible opportunity to persuade Millennials to consider shaving, the moment they became dads. We used media to celebrate the power of touch and its importance for new born babies as they seek to bond with dad and mum. We transformed Gillette into a brand that understands today’s multiple forms of manhood. Outcome The media immediately picked up on our skin to skin story and discussions around the research and insights it is based on earned media value in excess of US$200,000. We generated 40,000 contacts in just three days at baby fairs, spreading our message of smooth-faced dads and gained a further 30,000 contacts at parents-to-be classes. Post campaign research found a 15% boost in consideration to shave amongst bearded dads. What’s even more interesting, non-fathers in favour of clean shaving grew 30% And despite the fact that bearded new dads are just a fraction of the category’s user base and Gillette as a market leader already had nearly 80% of the market we still saw a 4% increase in sales. More importantly we also changed the way men feel about Gillette and independent equity scores for Gillette is “a brand that understands me” rose by 17%. Execution Our campaign worked in four stages: First, we built awareness of the emotional power of touch. TV spots celebrated dad’s willingness to make sacrifices for their newborn. Second, we showed dads what stubble felt like to babies. Print ads in leading male magazines used sandpaper to bring the experience to life, while a unique, first of its kind haptics technology app, allowed men to run their finger over the screen to feel actual beard stubble. Thirdly, we went to meet new dads, promoting the app at baby-fairs, and at preparation-for-birth courses as well as having a Gillette branded shaving-booth in Israel’s biggest maternity ward, where 10% of all the country’s babies are delivered. And finally, we also created an online daddy's club, customizing sister brand Pampers’ vast information bank to provide guidance on key moments such as how to make a first bath. CampaignDescription We realised that the last opportunity to change behaviour was when men become dads. It’s a moment when they are prepared to make radical changes… for their baby. We identified a critical insight: Newborn babies’ only means of communication is via touch. Research by Harvard University and The Boston Children's Hospital has proven that "Love Hormones" released right after birth and "skin to skin"/ Touch communication help babies' development as they learn to trust their parents. It was a powerful message but not one that gelled with traditional Gillette communication. To change behaviour we would also have to change the way Gillette talked. We needed to demonstrate that the brand understood there were multiple ways to be a man. We would use “fatherhood” as a means to portray a richer, more updated and relevant depiction of men. We would celebrate the emotional, caring side of manhood.
Gillette BabyFace
案例简介：概要 当你的工作是卖剃须刀时，胡须是个坏消息。近年来，胡须无处不在。在某些年轻男性群体中，几乎每个人都有胡子。在以色列，所有年龄段的人数约为40%。胡须意味着更少的人刮胡子，而那些刮胡子的人刮胡子的次数更少。作为市场领导者，吉列受到的打击最大。当胡子第一次变得凉爽时，我们非常放松。当他们得到我们认为的第一份工作时，他们会改变。但是，事实上，相反的情况发生了。即使是老板现在也有胡茬…… 我们的目标是找到一种方法，在为时已晚之前扭转面部毛发上升的趋势。 战略 我们信息的核心是触摸，我们的策略将基于四个关键原则: 首先，我们将强调新/期望父母提高对 “皮肤到皮肤” 沟通重要性的认识。其次，我们会将皮肤的感觉放在他们的手中，并且更具体验性。独特的数字体验将使男人感受到触摸胡须或胡茬的感觉，并与剃光光滑的脸形成对比。第三，我们将信息集中在新妈妈和爸爸正在考虑他们的新生儿或即将出生的时刻。最后，我们也会让妈妈们参与进来，在他们观看的时候展示我们的许多信息，确保他们给他们的男人增加了额外的压力，让他们为宝宝 “做一件小事”。毕竟，妈妈为分娩做出了巨大的牺牲。 相关性 胡子很大。浓密的。这对吉列来说是个坏消息，这个品牌多年来一直承诺最接近、最干净、最精确的剃须。为了使吉列再次相关，我们确定了说服千禧一代成为父亲的那一刻考虑剃须的最后机会。我们利用媒体来庆祝触摸的力量及其对新生儿的重要性，因为他们寻求与爸爸妈妈建立联系。我们将吉列转变为一个了解当今多种形式的男子气概的品牌。 结果 媒体立即拿起我们的皮肤到皮肤的故事和周围的研究和见解的讨论，它是基于赚取的媒体价值超过200,000美元。在婴儿交易会上，我们在短短三天内就建立了40,000个联系人，传播了我们的光滑爸爸的信息，并在准父母班获得了30,000个联系人。竞选活动后的研究发现，考虑到胡须父亲的剃须15% 提高。更有趣的是，支持清洁剃须的非父亲变得30%，尽管留胡子的新爸爸只是该类别用户群的一小部分，吉列作为市场领导者已经占据了近80% 的市场份额，但我们仍然看到销售额4% 增长。更重要的是，我们还改变了男性对吉列的看法，吉列的独立资产得分是 “一个理解我的品牌”，上升了17% %。 执行 我们的活动分为四个阶段: 首先，我们建立了对触摸情感力量的认识。电视节目庆祝爸爸愿意为新生儿做出牺牲。其次，我们向爸爸展示了婴儿的胡茬感觉。领先的男性杂志上的平面广告使用砂纸将体验带入生活，而独特的，首创的触觉技术应用程序，使男人可以在屏幕上移动手指以感受实际的胡须残茬。第三，我们去见了新爸爸，在婴儿博览会和分娩准备课程上推广这款应用，并在以色列最大的产科病房里有一个吉列品牌的剃须亭，全国10% 的婴儿都在那里分娩。最后，我们还创建了一个在线爸爸俱乐部，定制姐妹品牌pampers的庞大信息库，为关键时刻提供指导，例如如何进行第一次洗澡。 CampaignDescription 我们意识到，改变行为的最后机会是男人成为父亲的时候。这是他们准备为他们的孩子做出彻底改变的时刻。我们确定了一个关键的见解: 新生儿唯一的沟通方式是通过触摸。哈佛大学和波士顿儿童医院的研究证明，出生后立即释放的 “爱激素” 和 “皮肤对皮肤”/触摸交流有助于婴儿的成长，因为他们学会信任父母。这是一个强有力的信息，但不是一个与传统的吉列沟通。要改变行为，我们还必须改变吉列说话的方式。我们需要证明该品牌了解有多种成为男人的方式。我们将使用 “父亲身份” 作为描绘更丰富，更更新和相关的男性描述的一种手段。我们将庆祝男子气概的情感，关怀的一面。
Gillette BabyFace
案例简介：Synopsis When your job is to sell razors, beards are bad news. And in recent years beards have been everywhere. Among certain groups of younger men, almost everyone has a beard. In Israel, the figure is around 40% for all ages. Beards means that less people shave and those who do shave, shave less often. As market leader Gillette takes the biggest hit. When beards first became cool we were pretty relaxed. They’ll change when they get their first job we thought. But, in-fact, the opposite happened. Even the boss now has stubble… Our objective was to find a way to reverse the rising tide of facial hair before it was too late. Strategy Central to our message was touch and our strategy would look to be based on four key principles: Firstly, we would highlight new/expecting parents to raise awareness to the importance of "Skin To Skin" communication. Second, we would put that skin sensation in their hands and be much more experiential. A unique digital experience would allow men to feel what it’s like to touch a beard or stubble and contrast that with a smooth-shaven face. Third, we would focus our message on moments when new mums and dads were thinking about their newborn or about to be born. Finally, we would involve the mums too by presenting many of our message at times when they would be watching, ensuring they added additional pressure for their man to “do one little thing” for the baby. After all, mums make huge sacrifices to give birth. Relevancy Beards were big. And bushy. And that was bad news for Gillette, a brand that had promised the closest, cleanest, most precise shave for years. To make Gillette relevant again we identified the last possible opportunity to persuade Millennials to consider shaving, the moment they became dads. We used media to celebrate the power of touch and its importance for new born babies as they seek to bond with dad and mum. We transformed Gillette into a brand that understands today’s multiple forms of manhood. Outcome The media immediately picked up on our skin to skin story and discussions around the research and insights it is based on earned media value in excess of US$200,000. We generated 40,000 contacts in just three days at baby fairs, spreading our message of smooth-faced dads and gained a further 30,000 contacts at parents-to-be classes. Post campaign research found a 15% boost in consideration to shave amongst bearded dads. What’s even more interesting, non-fathers in favour of clean shaving grew 30% And despite the fact that bearded new dads are just a fraction of the category’s user base and Gillette as a market leader already had nearly 80% of the market we still saw a 4% increase in sales. More importantly we also changed the way men feel about Gillette and independent equity scores for Gillette is “a brand that understands me” rose by 17%. Execution Our campaign worked in four stages: First, we built awareness of the emotional power of touch. TV spots celebrated dad’s willingness to make sacrifices for their newborn. Second, we showed dads what stubble felt like to babies. Print ads in leading male magazines used sandpaper to bring the experience to life, while a unique, first of its kind haptics technology app, allowed men to run their finger over the screen to feel actual beard stubble. Thirdly, we went to meet new dads, promoting the app at baby-fairs, and at preparation-for-birth courses as well as having a Gillette branded shaving-booth in Israel’s biggest maternity ward, where 10% of all the country’s babies are delivered. And finally, we also created an online daddy's club, customizing sister brand Pampers’ vast information bank to provide guidance on key moments such as how to make a first bath. CampaignDescription We realised that the last opportunity to change behaviour was when men become dads. It’s a moment when they are prepared to make radical changes… for their baby. We identified a critical insight: Newborn babies’ only means of communication is via touch. Research by Harvard University and The Boston Children's Hospital has proven that "Love Hormones" released right after birth and "skin to skin"/ Touch communication help babies' development as they learn to trust their parents. It was a powerful message but not one that gelled with traditional Gillette communication. To change behaviour we would also have to change the way Gillette talked. We needed to demonstrate that the brand understood there were multiple ways to be a man. We would use “fatherhood” as a means to portray a richer, more updated and relevant depiction of men. We would celebrate the emotional, caring side of manhood.
吉列娃娃脸
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Gillette BabyFace
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