Getting cut-through in a busy male grooming market.
Remington came to us already having global awareness for male shavers and a strong brand proposition of “Get your you on” but they wanted to create a 3 month UK campaign that would standout and boost sales over the Christmas period. The male grooming sector is competitive, so they needed a campaign that would intrigue, engage and disrupt the market.
WHAT WE DID
A clean-cut approach
With a target audience of 21-44 years old, we created a wide range of personas through contrasting hands holding their range of 8 different shavers. By using the various customer personas to match to the different products within their range, our strategy was based around the creative proposition “Reach for the Remington.”
Based on this, we realised there was a saturated market of models’ faces, so our creative execution was based around the different personas through hands. This gave us the standout and intrigue on the online format. Using the customer profiles, we then matched the hands to the profiles and product. Eg. “Tattoo hand” = The stubbily cool guy. Each of their 8 shavers had a matching persona.
This execution allowed us to flex on all digital formats and portrayed the product and messaging while also giving us flexibility on multiple products or single product displays, depending on what was needed.
Results for Remington
We used a mix of channels and targeting tactics to reach customers at all stages of the customer journey – from awareness to conversion and advocacy.
YouTube, Online Display and Paid Social prospecting raised awareness, feeding large amounts of relevant audiences to the top of the funnel. We used tightly targeted paid social and paid search to drive customers much later into the buying process. Remarketing and optimised landing pages ensured we converted the maximum amount of customers and leveraged the best possible ROI from the campaign.
Video content performed extremely well with the YouTube campaign generating 4,550,083 views, with a view rate of 52% on skippable formats. The total campaign reached 83.5m impressions with 132,929 high quality clicks to the Remington website and retail partners.