Our strategy was to turn sceptics into believers – we let guys, through selected blogging influencers and a mobile shave studio, try the ProGlide for free, and capture their reactions on video. Their testimonials were then imported onto various social channels for other guys to see and hear their reviews. We then further distributed this content through receptive touch points, such as Digital Media, Print, and Television. Key bloggers, YouTube celebrities and Jimmy Fallon advocated on behalf of Gillette. We connected people to these experiences via Search and Social Media and drove additional participation, consideration, conversation and purchase.

The ProGlide surpassed our goal by achieving 66% awareness and becoming the #1 pre-selling SKU at Drugstore.com and Amazon.com prior to our official launch.Since launch, demand for the Gillette Fusion ProGlide has significantly outpaced projected sales by 4 times. 99million guys participated in the campaign during the launch weekend alone and we soon hit 80% awareness. The ProGlide is flying off the shelves, making it the most successful launch in Gillette’s history!