Sweden‚'s a beautiful country, but there‚s no getting around the fact that it‚s cold and dark in winter. During these chilly five months, Gillette usually sees sales of its Venus Razors plummet. In an effort to connect the brand to its target market (women ages 18 to 35), we developed a rewards-based campaign that encouraged people to "tag the weather." Instead of telling people to shave more often, we tapped into existing mobile and social media behavior (uploading pics of the weather) and turned bad weather into a reward for our users.

Launch the campaign
Published
November 2013
Topics

The Story

Sweden‚'s a beautiful country, but there‚s no getting around the fact that it‚s cold and dark in winter. During these chilly five months, Gillette usually sees sales of its Venus Razors plummet. In an effort to connect the brand to its target market (women ages 18 to 35), we developed a rewards-based campaign that encouraged people to "tag the weather." Instead of telling people to shave more often, we tapped into existing mobile and social media behavior (uploading pics of the weather) and turned bad weather into a reward for our users.

Photos uploaded on Instagram with the campaign hashtag were given a "bad weather score" that instantly compared the local weather to historical data from the same place and date. This score was used to offer a dynamic, location-based discount on Venus ProSkin that was different for every pic -- the worse the weather, the bigger the discount. All photos were displayed in an online gallery and a panel of fashion bloggers picked 14 finalists, with the winner getting a sun-filled trip to Miami.

The Technology

  •  

    Social

    Instagram

    Facebook

  •  

    Video

    YouTube

    Bambuser

  •  

    Web/Apps

    HTML5

    Facebook App

The Results

For the first time ever, Gillette Venus managed to connect and engage Swedish women during the harsh winter months. Over 5,800 pics were uploaded, reaching approximately 444,500 users. The total Facebook and Instagram reach was 91%+ of all Swedish women ages 18 to 35. Over a 14-day period, the campaign site Tagtheweather.se had 159,522 unique visitors. Online sales of blades more than doubled, and sales of the campaign product were up a whopping 570%+.

0.91

Facebook & Instagram reach of Swedish women 18 - 35

5.7

Increase in online sales of campaign product

3

Million unique devices reached (Sweden's total population is approx. 9 million)

Launch Date 24 January 2013