GilLETte Yourself

For our campaign project I was very happy to find that I would be working on Gillette with Claire, Sam, and Jenny. Our assignment was to create a global campaign for Gillette’s new ProSeries line for men consisting of preshave thermal scrub, cooling after-shave moisturizer, face wash for sensitive skin, and a UV moisturizer. Our objectives are to launch a three month campaign, raise awareness by 40%, and increase product sales and revenue by 25%. Although these are our formal objectives, our main goal is to get the consumers actively interested and involved.

We started by coming up with the overall idea of the campaign and then thinking of a slogan to match. After going through many options, we came up with “GilLETte Yourself” as a play on words and also the main focus of our campaign. The idea is that you can be who you want to be when you just let yourself, or in this case “GilLETte yourself.” To create awareness and buzz for our campaign, we came up with having mini bathrooms on wheels be rolled through 15 major cities around the world. We would invite men to come inside and “GilLETte themselves” with the products in the ProSeries line. Afterwards, participants are invited to make videos of their experience and post them to the campaign facebook page. This will kick off our digital campaign with people posting videos of themselves telling how using the Gillette products helps them be who they want to be. People can post whatever they wish to be, whether it is a rock star or a ladies man. The video with the most number of facebook “likes” wins $5,000 cash and an opportunity provided by Gillette to help him reach his goal. Our campaign is focused around cyber features but we would also have TV commercials, print ads, and outdoor advertising such as billboards. Each print ad would be a different scenario of a face blacked out creating the idea that any man could be that guy. The commercial would have different scenarios flashing one after the other every couple seconds making consumers believe that they could be any of these things.

Being a business major in Terry, I had never done any kind of campaign project until this. I honestly hadn’t even done group projects so I really enjoyed working with a group and bouncing ideas off of each other. Even though I think our campaign would definitely need more work before becoming a real campaign, I was surprised at how we could come up with, what I think was, a great idea in such a small amount of time. The budget would definitely need more work because it was hard for us to estimate how much the different aspects of our campaign would cost. Overall, I enjoyed this project and I think the competition aspect of it makes it more fun for everyone.