Campaign Summary- Gillette group 2

Group 2 in the Gillette category was made up of Claire Channell, Sam Jones, Katie Rockwell, and Jenny Williams. Our assignment was to take the new ProSeries line for men global. We decided to title our campaign “GilLETte Yourself,” with the idea when a man uses Gillette products, he can become anything he wants to be. We chose a target audience of single or married men ages 18-40 with a yearly income between $15,000 and $80,000. There will be six elements that make up the campaign.
To begin, we will use a guerilla tactic to generate buzz and gain awareness. In one day, we will roll mobile bathrooms through 15 majors cities in 13 countries, inviting men to step in and use the products. They will then be asked to help kick off the digital campaign by creating a short video about their experience.
On the same day, a Facebook page for the campaign will be launched. Visitors will be asked to “like” the page. Once this is completed, they will be able to post videos onto the wall describing what they would like to become. They are also required to show a ProSeries product in the video and explain how using it helps them accomplish goals in their day to day lives. Once a video is posted, the poster must compete to get the most “likes” for his video. Once a person uploads a video, they will have the option to tweet a link to their video to on their own personal Twitters as well as the GilLETte Yourself’s Twitter. At the end of the campaign, the person whose video has the most likes wins $5,000 and an opportunity provided by Gillette to help him come closer to accomplishing his dream.
Meanwhile, traditional media will also be employed. There will be TV ads, magazine ads, and billboards running for three months. Each medium will use similar looking ads to keep consistency throughout the campaign. Gillette will also partner with a global charity to provide free products to those searching for jobs who need to look sharp.
Overall, we will measure the results of the campaign by the number of impressions, the number of Facebook likes, the increase in sales, the increase in awareness, and the amount of free press received. We believe that with an integrated traditional and digital campaign, we will have no problem reaching our target audiences and will be able to achieve the results we are aiming for.