In 2014, Schick Intuition sought to raise purchase intent and awareness of its newest product launch, Intuition With Visible Ribbons of Moisture, among millennial women, using only digital media. Armed with the insight that more beauty consumers are influenced by YouTube vloggers than television, we decided to create a campaign that used video from online influencers to grow awareness of the new product.
To play up the razor's new product feature, we developed the idea of "ribbon bombing," encouraging people to put ribbon on everyday objects in fun and/or crafty ways. Two influencers were tapped to create original videos around the ribbon bombing concept: Comedienne/singer/actress Brittani Louise Taylor, and lifestyle guru Weylie Hoang. Brittani created an original music video called "Ribbon Bomb" that showed her ribbon bombing everything she saw, from her friends to a puppy's paw, while Weylie's video, "Easy Ribbon DIY," took a crafty approach to ribboning.
The videos included a digital coupon for the product, as well as a call out for a UGC contest called #PutARibbonOnIt. This contest asked consumers to submit their best Ribbon Bombs for a chance to win a spa trip.
The videos thus far have received more than 1.3 million views, with the vast majority of comments showing very positive reaction to the product and the creative. Pre- and post-campaign research showed that watching the videos led to a significant increase in awareness of product attributes and purchase intent, and this in turn resulted in a significant sales rise of Schick Women's razors.
The Intuition Ribbon Bomb campaign turned an everyday part of peoples' skin-care routines into a fun, engaging experience, and made people actually want to talk about shaving. By working with these two highly regarded online influencers, Schick Intuition was able to leverage their fan bases and create messaging that truly resonated with their viewers. Unlike many other advertisements, viewers actually remembered the product they had seen and were able to recall product attributes in surveys following the campaign. And, of course, the fact that this digital effort actually lead to measurable real-life sales results is the true indicator of its awards worthiness.
