To create buzz around its latest product, Gillette BODY, Gillette targeted a rapidly expanding audience of body-grooming men. With a digital-first approach anchored by YouTube, the campaign drove awareness for Gillette BODY and delivered more than 500K clicks-to-buy.


  • Launch Gillette BODY and create awareness around the new product
  • Drive sales for Gillette BODY


  • Focused on digital and mobile to reach millennial males (YouTube reaches more of them than any cable network in the U.S.*)
  • Identified and optimized against top-performing geographics and demographics
  • Used TrueView in-stream and TrueView in-display ads


  • Delivered more than 500K clicks-to-buy and surpassed sales expectations by up to 4X across seven markets
  • "100 Years of Hair" garnered 13.5M views and gained 54M impressions
  • 84% of viewers watched at least 85% of the ad
  • Gillette searches grew by 211% and clicks grew by 111% (biggest increase ever for the brand)
June 2015


*Nielsen study (U.S.), December 2013–February 2015.