Philips Male Grooming
Show us your Play-Off Beard
#DigitalMarketing
Task

Make the Philips OneBlade and its features known as the must-have for men in Switzerland as part of a 360-degree content marketing campaign.

Solution

What are many Swiss men interested in? That’s right – ice hockey! Creating an emotional link between the “play-off beard” theme and the OneBlade, we launched a broad-based content marketing campaign for the first time in 2018. It’s a fact that many ice hockey fans and players grow a beard during the play-offs, a sign of their excitement in moral support of “their” team. We used cool, short videos and strong storytelling to show: play-off beards are easy to style with the OneBlade.

Implementation
Time Period: 2018/2019
Video Shoot with Ice Hockey Pros

Production of promotional videos with Swiss ice hockey players from HC Davos, EV Zug and EHC Biel

Cross-media Digital Marketing Campaign

  • Media cooperation with Blick.ch

  • Campaign website with large-scale contest

  • Selfie challenge on social media

  • Parallel micro influencer campaign

  • Screening of the videos at ice hockey matches of the cooperating clubs

Results

The campaign was so successful that it was repeated in 2019.

Production: Longtail Media

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