The challenge for Schick was to increase awareness of the brand offering and maintain #1 brand share of the female wet shaving category in the face of a large competitor with significant spending power; our objective was to build a deeper connection with consumers.• Women have been known to use their male partner’s razors (or purchase men’s razors) as they believe men’s razors offer superior blade technology.

• In specific instances (automotive purchases, technology purchases and in some careers) women still perceive it to be a “man’s world”.• Women evaluate razor performance through trial, but are unlikely to switch blades if they have a competitive razor handle.A connection idea was developed allowing Schick to talk to women about issues they face in a “Man’s World”, providing them with the opportunity to express their feelings, share their thoughts, and engage in discussions with one another.

The blog received over 400,000 views, with over 300 comments.1000 razors were sent out to consumers.Sales goals were exceeded by 3 times.The blog provided women with a creative outlet to discuss real and perceived challenges they face while communicating the central brand message.

We commissioned a blog, hosted on a high traffic news lifestyle site that weekly discussed different issues or topics that women faced, provided a “Girls Guide” to a man’s world. Topics ranged from how to survive the cricket season, through to how to choose the perfect wine. Consumers were encouraged to participate in the blog and comment, which they did. Consumers were also invited to click on a link to be sent the new Schick QFW facilitating trial.

Video streams of the blog were also commissioned and run on the website, helping us build a richer multimedia experience for our audience.The blog was designed to allow promotion through print to increase reach, engagement and ultimately exposure to the Schick QFW brand.

Several consumer promotions were also run through the site further activating the central brand values and campaign idea

Decisions upon channel selection all flowed from the over-arching campaign insight and strategy. Moving Schick away from the traditional media battle-grounds of magazines and FTA TV, that are used by the competition. Schick gave women a voice allowing them to connect more deeply with the QFW brand. The campaign recommendation was to utilise the internet as the primary medium to drive engagement as it was the channel which allowed the greatest interaction with the target.A TV campaign ran supporting the “Man’s Technology” message, providing another touch point facilitating mass reach and further building the central brand message. Print executions were also used to drive traffic to the blog and build reach and frequency. This ensured that the campaign built communications right across the spectrum from reach to focus