How do you turn Gillette’s partnership with charity good guys, Movember, into an experiential and digital activity – one that not only raises awareness and funds for a great cause in a credible way but also increases sales of the Gillette Fusion ProGlide Styler at the same time?
Men do more and raise more when they’re in teams and those who are more engaged in a cause raise the most funds.
We changed the face of men’s health with Mo Gents United – the ultimate team for fundraising shenanigans. Experiential and live events sparked an interest online and in person, and were supported by an integrated social and PR campaign. At every opportunity, we promoted Gillette’s donation of 50p for every ProGlide Styler bought.
4,415 event attendees
Total raised by Gillette - £267,955 (+92% YoY)
Razor consumption up +5%
Blade consumption up +2%
3,221 Mo Bros shaved
Social reach from Gillette UK accounts – 76 million, up 2,139% on previous year
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