We partnered with music destination VEVO to create “The Next Wave," a branded channel that featured "emerging artists that are making a splash." Schick enjoyed run-of-network equity as the sole advertiser on the channel, which prominently featured Hydro wallpaper and display ads. We also produced co-branded, call-to-action vignettes featuring relevant emerging artists that drove consumers to “The Next Wave." Social media tie-ins included The Schick Hydro Experience on Facebook and Twitter, as well as promotions from VEVO and featured artists designed to spread word about the channel.

The Next Wave experience successfully drove awareness, consideration and buzz among the target consumers. Dynamic Logic results showed brand awareness increased significantly among those exposed to the VEVO program vs. standard brand advertising:•Hydro Aided Brand Awareness (exposed to Hydro ads): 43%•Hydro Aided Brand Awareness (exposed to Hydro VEVO): 61%The Dynamic Logic study also indicates that the program spoke to our targets' passions, generated a memorable first impression and helped them understand why Hydro was a great fit for them:•Fit my Interests: 59%•Fun and engaging: 60%•Positive Image of Schick Hydro: 52%