Wilkinson Sword
Creating a spectacular viral campaign to boost market share
A subversive viral campaign boosted our client's market share to its highest level.
The challenge
Build market share against the category leader
We had to increase Wilkinson Sword's market share against the market leader Gillette.
Our challenge was to reduce Gillette's supremacy and shake up its communication plans by means of an attention-grabbing, disruptive media campaign.
Our insight
Redefine the shaving category
For as long as anyone can remember, shaving ad campaigns have centered on the idea of square-jawed men achieving the ultimate in smooth shaves.
But shaving habits have changed - 30% of men don't shave every day. This trend is even more pronounced among 18-34 year-olds.
From this, we deduced that a significant proportion of men reject the idea of the 'perfect shave', preferring to take a more individual approach. This concept was a perfect fit with Wilkinson's international communication platform - 'Inspiring individuality'.
We created a new angle for the brand: instead of perpetuating the tired cliché of the perfect shave, Wilkinson would champion the right of individuals to shave exactly as they choose.
Our solution
Create a radical viral campaign to engage consumers
We created an underground movement called DARE (les droits aux rasages extravagants = the right to shave eccentrically). Its mission: to support men who do not subscribe to the 'perfect shave' concept.
We invented a back story about a man who, halfway through shaving, realizes that his building is on fire; on his way out, he rescues a baby - and becomes a hero.
A film telling the story was the centerpiece of the DARE website, which encouraged others to send in pictures of their own eccentric shaves. This caught the public's imagination and spontaneously created an online community of eccentric shavers.
We extended the DARE presence by creating ads for print and outdoor and continued to develop viral films, banners and teasers online.
The DARE platform has spawned numerous executions, including a campaign playing on the French elections.
The results
- Market share rose to 23% - its highest ever level
- Mentions in over 100 blogs
- Over 1.5 million website votes
- Multiple awards including a Cannes Cyber Lion
