Gillette wins with a digital-first approach for Gillette BODY

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.

Approach

Focused on digital and mobile to reach millennial males

Identified and optimised against top-performing geographics and demographics

Used TrueView in-stream and TrueView in-display ads

Goals

Launch Gillette BODY and create awareness around the new product

Drive sales for Gillette BODY

Results

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)

Durex creates global buzz and stimulates cultural conversation on YouTube