Three. Two. One… Say cheese. And… click.One photo. Hundreds of bikini-clad participants forming the word “COSMO”.The photo still makes us smile today.Obviously, the build-up to, and follow-on from that click were vital to the impact of our campaign.We put the word out in partnership with Cosmopolitan magazine. Between our advertorials, and their editorial tweets, we generated excitement. A Facebook group was set up. Those who expressed an interest were blasted with tips about the convenience of shaving with Venus Breeze and with beach beauty advice that they shared with friends. On the day, many people encountered the radio and online updates encouraging people to join the crowd.And the event was profiled and discussed long afterwards on international websites, in the regional press, on radio, and even on TV on South Africa’s most popular lifestyle programme, Top Billing – at no cost to us.

Venus’ main brand message is “Revealing my inner goddess”, and we allowed hundreds of women to feel they were doing that on that day. Thousands of other beachgoers were witnesses, and 2.5 million people heard about the event on the radio, TV or the web.We also clearly got out our message that the Venus Breeze would make shaving more convenient. It became the top selling razor, beating our stated target of increasing Venus market share by 5 percentage points.