Challenge

Norelco Bodygroomers help consumers "deforest areas of their body". Alcone was tasked to support the brand's launch of their newest groomer, the Bodygroom Pro, as well as the overall Philips Norelco Grooming portfolio by leveraging the "Deforest Yourself. Reforest the World" platform. Consumers needed incremental incentive to engage with the brand, which allowed us to educate them about the ins-and-outs of the products and ultimately make a purchase. As an incentive, Philips Norelco committed to planting a tree for every Norelco grooming product sold, up to 75,000 trees. The role of Alcone was to enhance the current PR plan through promotions and a branded microsite, www.ShaveEverywhere.com, which was created for a past (and very successful) Philips Norelco program.

Solution

The brand has had past success with programs that "pushed the envelope": bold, provocative activations that break through the clutter in both the grooming category and consumers' lives. Under the "Deforest Yourself. Reforest the World." umbrella, Alcone illustrated the need for the product to our fickle target consumer by engaging them with fun, irreverent content. For our kick-off PR event, model/actress Carmen Electra "groomed men" in Madison Square Park in New York City. To promote and spread the word, a radio skit aired on the Howard Stern Show. Additionally, the microsite hosted an interactive tool asking grooming-focused questions that allowed consumers to create an avatar resembling themselves. After completion, they could share their avatar through email, Facebook, and Twitter. Participants could also enter a sweepstakes for a daily chance to win a Philips Bodygroom Pro or even the grand prize adventure trip. Also, there were downloadable coupons to drive purchase, and a "buy it now" option to provide immediacy to consumers while the product was top-of-mind.

Results

The program greatly exceeded previous program benchmarks. Approximately 365,000 visitors to the website with over 1,000,000 page views. Over 54,000 avatars were created and, on average, each consumer spent over 3 minutes on the website. For the sweepstakes, more than 19,500 people entered over 200,000 entries. Overall, the campaign received over 138,000,000 impressions via PR, media, online, broadcast and print, resulting in a double digit market share gain vs. the year before.