Once #TheWelker83 had been created, we leveraged Wes’ Twitter following and unleashed the ‘stache on Patriot fans via a single tweet. The ‘stache, a downloadable, printable moustache fans could wear, was shared, re-tweeted, photographed and worn to games. We even created sticker ‘staches that were distributed at the games, pictures of which also made their way to Twitter. Overall, the low barrier to entry and natural fit with passionate football fans contributed to the execution’s success.

Over the course of 3 weeks, Gillette earned more than 3m branded impressions, gained a branded presence at the Super Bowl and solidified their position as the 'Official Shave of the NFL'. Due to the viral nature of the campaign, 100% of the impressions gained were fan-generated through sharing, re-tweeting and word of mouth. In the end, ROI was greater than 5 x more per dollar spent than on any other recent digital campaign.