Gillette Wins With a Digital-First Approach for Gillette BODY | YouTube Advertisers

Gillette Wins With a Digital-First Approach for Gillette BODY | YouTube Advertisers


Francesco: A lot of guys… well actually,
body shaving. People use scissors, old blades, and that meant blood, cuts, pain. When you
have to perform a task, you need the right tools for that. Dario: Our task was to reach out to as many
guys as possible to let them know that Gillette had developed a new razor specifically for
the body. Francesco: Guys don’t necessarily naturally
talk to each other about body shaving, but when you actually engage them about the discussion,
they have a lot to say, especially those who do it. Dario: So we thought that a medium like YouTube
could help us trigger that discussion. We knew we had to talk to 18 to 35 year old males,
and you can get a pretty amazing reach very quickly. You can target all devices. You can
have a pretty low cost-per-view and really high engagement rate. Francesco: We all like to talk about impressions
and engagement and likes and all this kind of stuff. The reality is, we’re measured based
on how much of our products sell. We got half a million clicks to buy now. This is amazing.
The body razor was the number one razor sold on Amazon in the first three months of this
launch. A year after the launch, today, the body razor
is the number two sold razor on Amazon. Dario: We did host the Gillette body video
on the global Gillette channel. That way we were able to track and measure all the metrics
at the same time. Francesco: You can actually pull the levers
and adjust it a lot faster than if you had to spread the resources across different countries. Dario: One of the great things that we did
was real-time optimization. Breaking down the age group and optimizing against the best
performing ones. Francesco: P & G has always been at the edge
of how to engage consumers with this content. We’re moving away from “Let’s use digital
as a gap filler,” and actually start with digital first. Most importantly, with mobile
first. Gillette body is one launch, we expect to
do a ton of other launches in the future and we expect the digital space to play a bigger
role.

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